MPG has bagged the media mandate for Hindustan Pencils Ltd, which makes popular brands of pencils such as Apsara and Nataraj. The pitch saw the participation of five agencies – Initiative Media, TME, ZenithOptimedia, Media Directions and MPG. The size of the business is upwards of Rs 5 crore. MediaCom is the incumbent.
Dhruman Sanghvi, Marketing Director, Hindustan Pencils, said, “MPG is a great fit for Hindustan Pencils as they have the rare combination of being frugal and innovative. They have the systems of a large media house and the ideas of a boutique run by smart 20 somethings.”
Anita Nayyar, CEO, Havas Media, said, “It is an interesting win for us and will further strengthen our knowledge of the kids’ audience. We look forward to working on the business.”
The business will be serviced by MPG’s Mumbai branch. Jyoti Kumar, VP, MPG –Mumbai, on his part said, “We enjoyed working on the pitch as children as an audience are dynamic and intriguing. Understanding their psyche is far more important than just taking a number led approach. Our proprietary Springboard technique helped us take a radically different approach and come up with exciting ways to reach out to this audience. We look forward to working with Hindustan Pencils as we further strengthen their strong equity with children across their brand portfolio.”
It may be recalled that recently MPG in its bid to consolidate its resource tank, had made senior level appointments. It has roped in Hema Ravikumar, who joins MPG-South as Vice-President, while Ronak Motta has been appointed as General Manager of Havas Entertainment.