Balmer Lawrie, an old Kolkata-based public sector corporation, has recently empanelled Rediffusion DYR, FCB Ulka, Sobhagya, BEI Confluence and Radiant Advertising, following presentations from various agencies recently to handle the company’s corporate communications requirements.
According to a company spokesperson, “We want to increase our visibility among the various publics and build a corporate image that would then rub-off on to our different businesses.”
The Balmer Lawrie group is currently into such diverse businesses as industrial packaging, lubricants and grease, bulk tea, leather chemicals, turnkey projects, information technology and travel.
Given the fact that several of these businesses do not have a direct consumer interface, it is believed that B2B communication will also be an important deliverable from their new agency partners.
The company spokesperson further said that another mandate to the new agencies was a complete corporate identity exercise encompassing redesigning and standardisation of all stationery and signages, including the preparation of a design manual for future reference.
This old PSU with a colonial lineage has been on an upswing recently, and is believed to have earmarked a significant communication budget this financial year, a share of which the empanelled agencies will have to vie for on a project-to-project basis.