Nitco Tiles has assigned its media planning and buying responsibilities to Carat following a multi-agency pitch. The account size is pegged at Rs 10 crore. The other agencies competing for the account were GroupM’s MindShare, MPG and MediaCom. Until now, the media responsibilities of the company were being handled in-house.
Confirming the development to exchange4media, Sushil Matey, President-Marketing and Sales, Nitco, said, “The reason to go through the mass media is to reach out to the end consumers who are emerging as the key drivers in this category. We strongly feel that this association with Carat would help us leverage our brand equity, and to gain higher brand recall and consumer mindshare.”
Sharing more on what worked in Carat’s favour, Nitco’s Marketing Manager Rahul Akkara said, “We realised that the case with other agencies was that they had strength in some or the other segment of mass media. Carat, on the other hand, demonstrated vigor across the entire spectrum of communication. The agency understood what we wanted and that is one of the important reasons why we decided to partner with them.”
For the record, Nitco’s creative responsibilities continue to lie with rmg-david.
Nitco Tiles is a part of the Nitco Group, which has a history of 40 years in the Indian construction industry. The company is a manufacturer and exporter of flooring tiles, with production of approximately 5 million square mmetres per annum. Nitco has also exported technical know-how to several countries in the world. The Nitco Group has eight factories spread across the country and offices in the major metropolitan cities. The group registered a turnover in excess of Rs 3600 crore.