Rediffusion-Y&R has won the creative duties for the telecom brand MTS, which is currently operational in 12 circles.

The account was awarded to Rediffusion-Y&R by Sistema Shyam TeleServices Ltd. (SSTL), a joint venture between Sistema of Russia and the Shyam Group of India.

The account was up for a pitch in August, with the incumbent agency Saatchi & Saatchi and Rediffusion-Y&R battling it out in the final stage. Rediffusion-Y&R, having emerged the winner, will start work on the account from its Gurgaon office with immediate effect.

Diwan Arun Nanda, Chairman and Managing Director, Rediffusion-Y&R, says, “MTS is a world player in the Telecom space. We are delighted to be chosen to partner them to make MTS an iconic future generation telecom brand in India. Rediffusion-Y&R's 15+ years experience of this category should help us partner the client with great strategy, insightful ideas, a great positioning and "wow" creative.”

Leonid Musatov, Chief Marketing Officer, Sistema Shyam TeleServices Ltd. (SSTL), said “We are glad to have Rediffusion-Y&R on board. We have found an ideal partner in them, knowing their exceptional track record in the telecom space in the past, and the zeal and passion shown by their team. I believe, we will be able to take MTS to great heights with this partnership.”