Hisar-headquartered Jindal Industries Ltd (JIL) has decided to appoint Media Direction, the specialist media services group of RK Swamy BBDO, as its Media AoR. Industry sources peg the media business at around Rs 5 crore. It may be recalled that JIL had roped in Contract as its creative agency in November 2006. The creative account is worth Rs 5 crore.
JIL manufactures state-of-the-art steel pipes for use in water transportation, oil and gas transportation, chemical industry, agro-based industries, power sector and fire-fighting application. It has a production capacity of over 200,000 tonnes per annum.
Confirming the appointment of Media Direction, Ashok Kumar Gupta, President and COO, JIL, said, “Since media is a specialist function, we were on the lookout for the right partner. A few players approached us, including Media Direction. We were looking for strategic recommendations to take this segment from largely B2B to B2C. After seeing the presentation of Media Direction and the team’s passion, we had no doubt they were the right partner.”
Commenting on the budget, Gupta said “We have given Media Direction a free hand to recommend to us what they would like the budget to be.”
S Yesudas, COO, Media Direction, said, “We believe in long-term engagements, particularly those which permit us to grow with our clients. We believe in making clients spend less than what has been earmarked and give them a much larger impact. This is our eighth client engagement in the last eight months. Our approach is bottomline driven and is based on our group principle of adding disproportionate value to our clients’ communication investments. We have very clearly identified the areas of focus as far as JIL is concerned. We are sure of getting to the destination under our team lead by Shan, GM-North.”
Among Media Direction’s other clients are Visa, Birla SunLife, Mercedes Benz, BNSL, Effem India, Ricoh, Skyline, Raymond, Sara Lee, Ministry of Tourism, GPI, Faber Castell, State Bank of India Group, and Hawkins.