Chennai-based sanitaryware major Parryware Roca, which markets its products under two brand names – Parryware and Roca – has appointed OMD as its media AoR. No pitch preceded the win. Mindshare is the incumbent agency on the account.
Confirming the news to exchange4media, R Ramesh, Vice-President (Sales & Marketing), Parryware Roca, said, “We have been working with Mindshare for some time and we thought why not try and look at something different. Besides, worldwide over the years Roca is getting aligned with certain advertising and media agencies, thus getting its international alignment organised. It’s in that context that we have decided to bring OMD on board.”
The creative mandate for Parryware brand is being handled by O&M, while RK Swamy BBDO handles Roca. When asked about specific reasons for choosing OMD, Ramesh said, “BBDO is our creative agency and OMD is from the same Group.”
The company will be spending Rs 18-20 crore in mass media advertising over the next one year. “We spend a lot of money on showroom renovations and exhibition participations. We also spend a fair amount of money on samplings and projects. But if you look at mass media per se, between the two brands put together, we will be spending anywhere between Rs 18 crore and Rs 20 crore.” Ramesh said.
Around 50 per cent of the Rs 18-20 crore would be pumped into television, Ramesh said, adding, “of the remaining, we will be spending about 20 per cent on print and another 20 per cent on outdoor advertising mediums.”
The company is also looking at digital medium very seriously. “Digital is something we are looking at. Today, a whole lot of people look at our website and request for catalogue through our website is also increasing, therefore, we are looking at online very seriously,’’ he further said.
Parryware Roca is a 50:50 joint venture between Chennai-based Murugappa Group and Spain-headquartered Roca.
It may be noted that this is the second business from the Rs 15,907-crore Murugappa Group that Mindshare has lost. The agency had earlier lost the BSA Motors, a division of Tube Investments of India Ltd (a Murugappa Group company), business to Vizeum India.