Mudra loses RIM account

Mudra Communications has lost the Reliance India Mobile (RIM) account to Saatchi & Saatchi, India. Three months ago, the agency shut shop at the Dhirubhai Ambani Knowledge City (DAKC).

The RIM account was Rs 80 crore and was expected to grow to Rs 120 crore in this fiscal year with Reliance introducing more products and extending its geographical reach.

Kaushik Roy, head, marketing, Reliance Infocomm, said: "We felt the launch stage of the product was over and we needed to take our brand beyond. So, we thought it is the best time to invite more ideas and more creative heads. Saatchi & Saatchi, India would be handling the RIM pre-paid and post paid account."

He added that the other businesses of Reliance Infocomm, including the broadband for home and enterprise, web world and international businesses, would be divided between Ambience and Mudra.

V Shantakumar, managing director and CEO, Saatchi & Saatchi, India said: "It is indeed an honour to work with one of the biggest brands of India. It's a reflection of our work and we hope to do the best for Reliance."