Top Story

e4m_logo.png

Home >> Advertising >> Article

Initiative media bags business worth 85 crores; Britannia comes as a prized catch

06-May-2002
Font Size   16
Share
Initiative media bags business worth 85 crores; Britannia comes as a prized catch

Minita Kumar

Initiative Media recently bagged the media planning and buying assignment of more than Rs. 85 crore worth, for four companies including Britannia Biscuits, Kwality biscuits, Nutrine (confectionery and bakery products) and Bombay Dyeing. exchange4media spoke with Ashish Bhasin, President, Initiative Media on why he thinks the 900 crore media conglomerate has won the laurels.

"I feel Britannia is with us today because of the combination of our planning and buying skills. Moreover, we have always been very passionate about Britannia, and it is probably because of this passion that we have it as our client", said a jubilant Bhasin. The fact that last year, Initiative Media won the gold trophy at the Emvies for media strategy and implementation for Britannia's 50:50 brand of biscuits shows just how perfect the chemistry between the two is.

According to Bhasin, the media account would be headquartered at the Mumbai and Bangalore offices and their respective heads would be handling the account.

Recently the industry has seen a swell in media consolidations. On queried about why consolidation of media continues to gain steam, Ashish Bhasin opines that media consolidation helps brands plan and buy better; the duplication is considerably less and buying in bulk leads them to get better prices.

Tags

Siddharth Kumar Tewary, Founder, Chief Creative, One Life Studios and Swastik Productions, on owning the IP on his most ambitious project 'Porus,' the risk of recovering its cost and his distribution strategy

Webscale plans to build the brand around smooth operations for the e-commerce sector and then move on to demand generation

Shriya Ghate, Business Head, Tinkle, spills the beans on the company's vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more

Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face

Viacom 18 promises to announce new release date soon

Luis Fonsi, Rita Ora, Jain of Makeba fame , Dimitri Vegas, Jason Derulo, Charly Black and Dasu, J Balvin, Parineeti Chopra, Tiger & Jackie Shroff speak exclusively to the radio channel

The Film-Maker, as the host of ‘Calling Karan’, Will Be Just A Phone Call Away From Listeners Seeking Advice On Love & Relationship