JWT takes US$864 million Bharti Airtel business in India

Airtel is the largest telco provider in India and holds what is said to be one of largest advertising accounts in the country. Markets included in this move are Srilanka, Bangladesh and Africa. Senior WPP officials state JWT will also handle the telco's international business.

JWT is reportedly in the process of setting up brand teams in New Delhi and Mumbai to handle the multi-billion dollar account.

The move marks the end of a 15-year relationship with Y&R. The agency recently won silver at Adfest 2010 for its 'Toy' campaign developed for the telco. Other campaigns previously reported by Campaign include ‘School’ promoting roaming service, ‘Twitter’ for micro-blogging via sms and ‘110 million people network and Delhi Half Marathon’.

As of July 2010, Airtel recorded 140 million subscribers, according to the Cellular Operators Association of India. It holds almost 30 per cent of the market share ahead of Vodafone Essar with 24 per cent.