Tanla drops Mantra for Switch

Tanla Mobile has swapped agencies as it aims to highlight its involvement in a payment scheme that uses mobile phones as ‘digital wallets’.

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.

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