Telecom major Aircel is reviewing its creative business.

The company has called for a creative pitch that includes agencies such as Dentsu Communications, BBH, BBDO and DDB Mudra. The company has briefed the four agencies to create a model of communication that will transform Aircel from a national brand, to an iconic brand.

The size of the account is said to be around Rs 150 crore.

The second round is yet to take place.

The current incumbent on the business is Dentsu Marcom. Aircel’s media duties are divided between Dentsu Media and Starcom Worldwide.

Before this, in 2007, the company’s creative business was with Leo Burnett and RK Swamy BBDO, with a budget of Rs 50 crore then.

The telecom company made lots of news with some of its campaigns such as 'Save Our Tiger' - a social campaign, and an outdoor campaign called 'Aircel Boat', where in Primesite, Mudra Max's OOH agency installed a life boat on a hoarding in Mumbai to help them cope with rain.

The Aircel Group was formed in 1994 via an alliance between Maxis Communications Berhad of Malaysia with a 74 per cent equity, and Apollo Hospital Enterprise with the remaining 26 per cent.

Aircel, which was originally operational in South India, expanded its network to the rest of the country in 2009, and has been focusing on value added services and mobile Internet as key drivers for growth.