Lodestar wins Tata Teleservices Media Buying and Planning Business

Size of the account estimated at 150 crores

New Delhi, February 18, 2009: – Tata Teleservices Limited, the fastest growing pan India telecom service provider has appointed Lodestar as their new media buying and planning agency. Lodestar will identify, evaluate and advocate appropriate propositions and media properties keeping in mind the target markets, target segments and the overall brand positioning. Lodestar will help the brand choose the right media mix, medium of communication, new age media like online and digital world to maximize and optimize costs effectively.

Confirming the development, Tata Teleservices Limited, Chief Marketing Officer Lloyd Mathias said, “We have had an association with Lodestar Universal in 2005 and once again we look forward to working together. We had shortlisted a few agencies with credential presentations amongst which Lodestar is a confident choice.”

“We are delighted to be once again part of the TTSL team and am sure together will take TTSL to greater heights.” added Mr. Shashi Sinha, CEO, Lodestar Media.

About Tata Teleservices Limited

Tata Teleservices Limited is one of India’s leading private telecom service providers, having a pan-India presence. The company offers integrated telecom solutions to its customers under the Tata Indicom brand, and uses the latest technology platform(s) for its wireless network. With a customer base of nearly 33 million, Tata Teleservices Limited, along with Tata Teleservices (Maharashtra) Limited, covers over 320,000 towns and villages across all of India’s 22 telecom circles. In November 2008, Tata Teleservices entered into an agreement with Japanese telecom major NTT DOCOMO, as part of which the Japanese company acquired a 26% stake in TTSL for USD 2.7 billion. The transaction marks a key step in the strategic evolution of Tata Teleservices, as it moves towards a pan-India dual network presence. The company also recently announced a unique reverse equity swap strategic agreement between its fully-owned telecom tower subsidiary, Wireless TT Info-Services Limited, and Quippo Telecom Infrastructure Limited—with the combined entity kicking off operations with 18,000 towers, thereby becoming the largest independent entity in this space in the country. Tata Teleservices’ bouquet of telephony services includes mobile services, wireless desktop phones, public booth telephony and wireline services.