Following its successful multi-agency bid with Whitening expression Laboratories Pvt Ltd, INCommunications Pvt Ltd (INC) has now won the account of Prism Cement, a unit of the Rajan Raheja Group. The account was won in a multi-agency pitch, which included some of the leading ad agencies of Delhi.
The agency credits its win to its in depth understanding of the consumer and peculiarity of the cement market, “which helped us create a communication package that is just right for the brand”, said Charu Bakshi, President, INCommunications.
Prism is planning an aggressive marketing activity in Uttar Pradesh, Madhya Pradesh and Bihar markets. Bakshi is very excited about the project as the cement category is becoming more evolved, and consumer pull rather than dealer push is increasingly affecting brand choices.
INC is currently undergoing a phase of consolidation. According to Bakshi, as part of the move, INCommunications has recently partnered Carat Media Services for media planning and buying for its clients.
Bakshi informed that greater emphasis was being laid on improving the quality of servicing the accounts as well as the quality of talent. She envisages at least 20 per cent organic growth as many of the clients in the agency portfolio are on aggressive growth path.
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