Etisalat DB Telecom partners with McCann Worldgroup and Karishma Initiative

Mumbai, October 7, 2009: Etisalat DB Telecom today announced the appointment of McCann Worldgroup’s MRM Worldwide as the advertising & communications partner and Karishma Initiative (part of the Lintas Group) as the media planning & buying agency. Both communications partners were selected after a national multi-agency pitch that involved a number of India’s leading advertising and media firms.

MRM Worldwide (a division of McCann World group) will be responsible for the complete brand communication and creative aspects, while Karishma Initiative, would look into the planning, buying and executing media solutions for Etisalat DB Telecom.

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.”

Reiterating that Karishma Initiative is all geared up for the business, 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.”

During the national pitch, the advertising agencies were evaluated on their credentials. Understanding of the telecom industry, consumer and generating consumer insights, differentiated brand strategy, execution of the strategy & innovations and long term integrated brand plan were some of the aspects they were evaluated on. Likewise, the media agencies were assessed on their credentials, media planning skills combined with buying capabilities, innovations in the media and non-conventional media capabilities.

With operations across in Asia, Middle East and Africa, Etisalat has built state-of-the-art telecom infrastructure and taken a leadership position of innovation and reliability among regional and international operators. Today, Etisalat offers fixed line services over the Next Generation Network and enables mobile users with a range of services and applications such as GPRS, 3G, 3.5G, 3.75G, BlackBerry, iPhone, MobileCam and others. Internet users too experience value-additions such as free anti-spam and anti-virus programmes, expanded mailboxes, upgrades of broadband connection speeds and other benefits.

In UAE, Etisalat GSM coverage has reached 100% and 3G coverage reached 99% of the populated areas. Offerings include ‘triple play’ service that includes high speed internet, TV and fixed lines through fibre optic. In addition to voice and data networks Etisalat also offers E-Vision cable TV networks. Etisalat has recently completed the nationwide upgrade of its 3G mobile network to enable mobile broadband download speeds of up to 14.4 Megabits per second (Mbps) across the UAE and other benefits. Globally, Etisalat has roaming deals with 520 operators.

About Etisalat DB Telecom Pvt. Ltd

Etisalat is today recognized as one of the largest telecommunications company in the world and also the largest operator in the Middle East with operations in 17 countries across Asia, the Middle East and Africa, servicing over 85 million customers. The company has built up state-of-the-art telecom infrastructure and taken a leadership position of innovation and reliability among regional and international operators. Etisalat has been ranked 140th among the Financial Times Top 500 Corporations in the world in terms of market capitalization. The corporation is the largest contributor outside the oil sector for development programs of the UAE Federal Government, and is an award-winning socially responsible corporation. In 2008 Etisalat reported annual Net Revenues of USD 7.12 billion (approx. Rs. 35,000 crores) and Net Profits of USD 2.36 billion (approx. Rs. 11300 crores).

Etisalat DB Telecom Pvt. Ltd. is a joint venture between Etisalat and Dynamix Balwas Group. Etisalat DB and its subsidiary has the Unified Services Access License in 15 circles including Andhra Pradesh, Delhi, Gujarat, Haryana, Karnataka, Kerala, Maharashtra, Mumbai, Punjab, Rajasthan, Tamil Nadu (including Chennai), Uttar Pradesh (East), Uttar Pradesh (West), Madhya Pradesh and Bihar. These licenses enable the Company to provide a full spectrum of telecom services covering a population of over 900 million across these circles. Under the license the Company can also provide Internet Telephony, Internet Services and Broadband Services. The company is headquartered in Mumbai.

Etisalat DB’s services will include national & international long distance telephony solutions, full range of prepaid & postpaid products, national & international roaming and Value Added Services.