Switch Communications won the brief from Mantra after a four-way pitch. The UK’s biggest mobile phone companies are involved in the PayForIt scheme, which allows mobile customers to make purchases through their phone accounts. The maximum purchase is £10.
The system works because mobile phone companies already have the customer details needed for a payment to be authorised.
Switch’s brief also involves general awareness-building of Tanla’s brand and mobile strategies.
Tanla Mobile head of marketing Anuj Khanna said the agency was picked partially because of its history of working with mobile clients.
Switch founder Paul Doran heads the account and will work to build awareness of the Tanla brand beyond the core mobile phone trade press to include the national press, IT, telecoms and other industry sectors.
Switch saw off Byte Communications, Red Lorry Yellow Lorry and Liberty PR to win the account.
Tanla Mobile produces a range of mobile applications and interactive services. It is part of the wholly owned subsidiary Tanla Solutions, which is listed on the Bombay and National Stock Exchange. The company has more than 300 employees worldwide, with offices in India and the UK.