The Hindu Business Line : OMS extends consultancy services to Reliance ADAG

Hand in hand
OMS will explore existent media and extrapolate learnings for client.
Will collaborate with group companies to create film-related content.
Size of Reliance ADAG account estimated at Rs 300 crore.

Mumbai , April 25

Having bagged one of the biggest AORs in the country, OMS - Mudra's buying and planning unit - is extending its role as a consultant to the Reliance ADAG group of companies.

Mr Chandradeep Mitra, President of OMS, told Business Line: "We are setting new benchmarks in media buying. The purpose is to go beyond media buying and planning and help the client study the scope and size of the market. With the additional role of a consultant we would help in gauging the potential of the markets where Reliance would like to enter."

For instance, the OMS division of Mudra is aiding Reliance ADAG's foray into radio.

Having bagged 45 radio licences, the entry of the group into new markets will have OMS explore the existent media in these markets and extrapolate their learnings for its client.

"We would be gauging the learnings from local media, especially press and outdoor, before radio FM comes to these new markets."

New forays

Besides, in the entertainment space OMS would be working in tandem with the communication and entertainment companies within the group to create cinema-related content.

Using the powerful base of Reliance Mobile, Reliance entertainment would be reaching out the huge base of mobile consumers with cinema content from its own business.

"We would help in promoting entertainment content using the mobile platform and in turn, in promoting the mobile platform through other media."

Media deals

OMS is also expected to strike media deals in the interactive space and be an innovator in this space for the Reliance mobile brand.

In the case of Reliance Capital, OMS would help in building the life and general insurance brands, which are still nascent in the market.

"Unlike the mutual fund business, life and general insurance are new areas. Being a new entrant, there would a lot of catching up to do." Building up a new team, the OMS team is expected to beef up its operations in a variety of ways.

Faster pace

Mr Mitra said: "We are setting up teams, processes, and systems in place since we are entering dynamic and competitive categories. No longer is it going to be the FMCG type of model as there is expected to be a quick turnaround in the businesses of mobile and entertainment. These are businesses that are growing much faster than FMCG and we have to be geared to work at this pace."

The size of the Reliance ADAG AOR is estimated at Rs 300 crore and accounts for nearly 45 per cent of OMS's billings turnover.