Lodestar UM has announced that it has bagged the media duties of Borosil Glass Works. There was no multi-agency pitch process involved.
Commenting on the development, Rituraj Sharma, VP - consumer products, Borosil Glass Works, said, “It is impressive to see how Lodestar UM provides us most the optimal most strategic solutions. They have effectively used their proprietary strategic tools to reach out to the right target audience for us. It has given our campaign the right impact and huge visibility in the targeted markets.”
The company, recently, made a foray into the consumer products segment, and also acquired the brand Larah. Last month, the agency rolled out a national campaign for Larah keeping in mind the ongoing festive season. Interestingly, Abhijit Avasthi’s agency Sideways was the creative agency for this particular campaign.
“Our task was to find ways in media to build strong imagery and sheen for Larah. We focused on the ‘novelty seekers’ segment who is the biggest influencers for women across India for the category,” added Deepak Netram, senior vice president, Lodestar UM.