Rediffusion-Y&R has bagged the creative mandate of MTS following a multi-agency pitch.
The account pegged at Rs2 billion, will be looked after by the Gurgaon wing of Rediffusion, which will commence operations immediately.
MTS had called for a pitch to review its creative duties in July after expiration of its contract with Saatchi & Saatchi. (See: MTS looking for creative agency)
The other agencies in fray for the account were the incumbent Saatchi & Saatchi, Grey Worldwide and BBDO India.
The media duties for MTS are handled by MPG India, a division of Havas Media.
''The agency's exceptional track record in the telecom space in the past and the zeal and passion shown by its team,'' worked for Rediffusion according to Leonid Musatov, chief marketing officer, Sistema Shyam TeleServices.