Following a rigorous multi-agency pitch process, SAIL (Steel Authority of India) has awarded its media mandate to Lodestar UM. The agency has already begun work on the business. SAIL is expected to be aggressive in its communication activities in the year.
It is understood that at least six other top media agencies were in the fray, competing for SAIL’s media mandate. Industry sources peg the business in the vicinity of Rs 50 crore. Hitherto, the business was with Mindshare.
Confirming the development to exchange4media, Anamika Mehta, COO, Lodestar UM said, “We are very proud to partner with one of the Maharatna PSU (Public Service Undertaking) of India, and we look forward to the kind of work that we would be able to do in this category.”
The media mandate includes all the steel plants that come under the aegis of SAIL. For Lodestar UM, this win is a significant addition to its client portfolio.