Lodestar UM has bagged the media mandate of Virgin Mobile, the youth-focussed telecom brand. Delhi branch of Lodestar will handle the account.
With the move, Tata Teleservices has consolidated all its telecom brands with Lodestar UM. The agency already handles the media duties for Tata Docomo and Tata Indicom.
Mindshare was the incumbent agency for Virgin Mobile and had been handling the business since its India launch in 2007.
There was no formal pitch involved in moving the account, which is estimated to be around Rs60 crore.
The creative duties for the brand are handled by Bates 141.
Virgin Mobile brand services are offered in India by Tata Teleservices through a brand franchisee with Virgin Mobile.