Unibic India, established in August 2004, focussing to produce quality biscuits in a niche and premium segment, has appointed MediaCom to handle its media duties. The win comes close on the heels of MediaCom winning the Royal Orchid business.
It is understood that Unibic had not invited a formal pitch before appointing MediaCom. Grey Worldwide handles the creative mandate for the business.
Confirming the move to exchange4media, Kumar Vel, Senior VP, Sales Operations, Unibic Biscuits India said, “We are looking at increasing the brand awareness for Unibic in India taking the creative route. Based on presentation MediaCom made, we are sure we will be able to take the brand vision forward. As our business was growing we felt the need to bring a media partner on board. We did not have any media agency on board prior to this.”
Kumar refused to put an estimate to the business citing that it would all depend on the market needs. But industry sources peg the account to be in the vicinity of Rs 10-12 crore.
Anita Devraj Mookerjee, GM, MediaCom South, added, “We are excited to add an FMCG brand to our stable. Ours is a young team that thinks innovatively on the usage of media for brands, which I believe worked in our favour in getting this business.”
She added, “We have been growing consistently in the South where we recently added TVS Tyres, Royal Orchid and now Unibic. It has been a steady growth pace.”