Tata Teleservices Ltd has tapped MOMS Outdoor Media Solutions (MOMS), an independent Unit of Madison World as their new OOH or out-of-home agency.

Before MOMS, the provision of outdoor solutions for Tata Teleservices was contracted to Aaren Initiative. Others like Outdoor Advertising Professionals (OAP) Mudra, Street culture, TDI, OMI -Lakhsya and Navia are agencies that once held this contract.

As the new OOH, MOMS takes care of planning, buying and executing outdoor media solutions for both GSM and CDMA business of Tata Teleservices.

It will identify, evaluate and advocate appropriate propositions in track with the markets, target segments and the overall brand positioning.

“We are impressed by the ideas MOMS brought on board and are confident they will deliver the integrated solutions Tata Indicom need to leverage this important medium as we expand our operations countrywide,” said Mr. Lloyd Mathias, Chief Marketing Officer, Tata Teleservices Limited.

Meanwhile Sam Balsara, Head of Madison World, said, “Madison World through its unit Madison Media deals with Tata Tea and Tata Chemicals and we are delighted that another unit of Madison World – MOMS has been given an opportunity to serve yet another Tata Company – Tata Indicom.”

While furthering the comment, Arminio Riberio, CEO – Madison Outdoor, said, “We are extremely delighted to have been awarded dual portfolios of Tata Teleservices CDMA and GSM brands. The task is extremely challenging and our Chief Operating Officers at MOMS – Rajneesh Bahl and Dipankar Sanyal look forward to this winning partnership.”