Etisalat DB today appointed McCann Worldgroup’s MRM Worldwide as advertising & communications partner responsible for the complete brand communication & creative aspects and Lintas subsidiary, Karishma Initiative as the media planning and buying agency.

Speaking on the appointment of both agencies, official spokesperson, Etisalat DB said, “We are delighted to partner with McCann Worldgroup's MRM Worldwide and Karishma Initiative. The strategic clarity and brand-centricity of McCann Worldgroup along with a powerful understanding of the Indian consumer makes us very excited to bring them on board. We are also confident of Karishma Initiative’s capability in identifying, evaluating and advocating appropriate media propositions keeping in mind the overall brand positioning of Etisalat DB. These partnerships will allow us to leverage the capabilities of both agencies for our forthcoming roll-out of services in India.”

Prasoon Joshi, Executive Chairman of McCann World group said, “We are very proud partnering with a stellar global brand like Etisalat. We are delighted to join them at an exciting time in the development of mobile telecom in this country. We believe Etisalat has the experience and the focus to become a brand of preference in India very quickly and emulate the success they have already had in their domestic market and other global markets.”

Lynn de Souza, Chairman, Karishma Initiative said, “We are absolutely thrilled with the opportunity to be associated with Etisalat DB and we are confident that our media planning & buying expertise will help Etisalat DB penetrate the Indian consumer market effectively and efficiently.”