O&M Kolkata has bagged the Lafarge Cement account. While it is unclear as to which other agencies were in the running, O&M was apparently selected after a protracted and closely contested pitch. The incumbent agency was Bates, Kolkata.
The account, which is a full service assignment, would be a sizeable win for O&M Kolkata. Speaking about the win, Sharmista Dev, General Manager, O&M, Kolkata, said, “Lafarge is a prestigious and a nostalgic win for O&M, Kolkata. Today, the brand is at another stage of evolution given the increased competition in this category. It’s indeed exciting and challenging for us to re-acquaint ourselves and take the brand to the next level.”
Incidentally, O&M was the agency that had launched the brand in India.
Lafarge, a French multinational, entered the Indian market in 1999 and continues to leverage its ‘World Number One’ position in their marketing communication. It is currently the leading cement brand in East India, with its portfolio including a premium variant – Concreto – as well.
Lafarge also runs a home building centre in Kolkata by way of consumer service, which offers tips on all things related to home building.
For a player operating in an essentially commoditised market, Lafarge has considerable brand building activities and media presence, encompassing television, press, radio and outdoor.