Ruchi Soya Industries Ltd., the flagship company of Ruchi Group, has finally decided the agency to look after its creative responsibilities. The company has chosen O&M to give its products a new look. The aim of the activity is to help Ruchi face market competition, especially in the cooking oil segment. The account is pegged at Rs 5 crore.
When the pitch was called in September, the company was looking at an agency to handle its complete branding and creative strategies. Apart from O&M, Lowe, Contract and TBWA were among the other agencies that presented their ideas to the company.
Confirming the win, Amrita Shahra, Product manager, RSIL expresses, “We decided on O&M for their strategic approach and creative inputs. The agency has a good reputation. From the ideas they presented, it was clear that they suited our requirements and we felt we share a good rapport with them.”
On what the agency feels about bagging the account, says Lakshmi Goyal, Business director, O&M, “Fantastic. We have been awarded the complete cooking oil and allied products range. Being an Indian brand, in a crowded segment, it’s a challenging assignment for us and we look forward to this association.”