BSNL appoints Media Direction as AOR for Rs 80-cr media business

Media Direction, the media services group of RK Swamy BBDO, is on a roll. It has just bagged perhaps the largest media business awarded so far this year. BSNL, which has concluded the evaluation of shortlisted media agencies for its media business, has given the mandate to Media Direction to be its AOR. The business is estimated to be worth a whopping Rs 80 crore.

Media Direction COO, S Yesudas, is absolutely elated. Confirming the news to exchange4media, he said, “Yes, we have received the official communication from BSNL. This is a huge victory for us. I believe this is the result of our product, passion and the value proposition put forward by us to BSNL.”

Yesudas informed that the business will be handled out of Media Direction’s Delhi office, and overseen by K Satyanarayana, General Manager, Media Direction, and supported by all other offices of the agency. “All our people are really raring to go. Our endeavor would be to add tremendous value to the communication process of BSNL,” he added.

Media Direction has been in the news lately with the launch of its digital communication wing, Digital Direction, and relaunch of Media Direction with a new corporate identity.

Regarding the agency’s future direction, Yesudas explained that it had identified three strategic corner stones: clients will be the agency’s ambassadors, it is a place where professionals can thrive, and striving for industry leadership. “We have embarked on a renewed process to achieve this and all our people are being aligned to this. We are now emerging as a very strong and solid player in the media business. Our emphasis is on ROI for clients. We have aggressive growth plans for the future.” Among Media Direction’s clients are major advertisers like Visa, Birla SunLife, Mercedes Benz, Raymond, Sara Lee, Videocon, Ministry of Tourism, State Bank of India Group and Hawkins.