Cement brands - Haathi and Siddhee belonging to the Mehta group of companies has appointed Oglivy & Mather in Mumbai to devise a communication strategy for its brands.
Ms Lakshmi Goyal, Business Director, O&M, said, "It is going to be an exciting project for us and we believe the scope of it would go beyond conventional mass media advertising. It would be a holistic 360 degree communication package."
The cement brands Haathi (under Saurashtra Cement Ltd) and Sidhee (under Gujarat Sidhee Cement) will rely on a host of below-the-line activities to give a boost to its branding initiatives. Instead of the mainline advertising agency, the other specialised communications divisions within O&M such as Ogilvy Live, Ogilvy Outreach and Ogilvy Direct may be roped in to devise a total communication package for the brands.
Adds Ms Goyal, "We are being appointed more as communication consultants rather than as an advertising agency. Besides there is no fixed budget for the account since it is not a pure advertising account and based more on a 360 degree communications approach."
Haathi and Sidhee are treated as local brands and the communication exercise will be restricted within Gujarat where these brands exist. Considering most of the marketing initiatives for these brands is done locally at the place where it is produced, there is no need for any communication on a national level since the brands are consumed and produced within the State.