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

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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.


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