Lodestar UM wins Rs 60 crore account of Virgin Mobile

Lodestar UM has won the media duties for Virgin Mobile. The mobile service is being offered in India by Tata Teleservices through a brand franchise. Lodestar UM is already handling the media mandate for Tata Docomo and Tata Indicom. The account size is reportedly around Rs 60 crore. The creative duties are handled by Bates 141.

Highly placed officials in the organization confirmed the news to Adgully though no official statement was provided. The business was awarded without any pitch. Following this win, Tata Teleservices consolidates all its telecom brands across GSM and CDMA platform with Lodestar UM. The incumbent agency on the account is Mindshare which had been handling the media duties since Virgin Mobile's launch in India in 2007.

The account will be handled by the Delhi branch of Lodestar UM and the agency will start work on the account with immediate effect.

In India, since its launch, the brand has had a witty and youthful communication in place, with the brand line of 'Think Hatke'. Moreover its highly acclaimed online campaign -'Indian Panga League', which was streamed across the online media during the telecast of Indian Premier League won awards at the recently held Yahoo! Big Idea Chair Awards 2010 and the Effie Awards 2010.