With the objective to create a buzz in the market, textile group Shri Dinesh Mills, which was looking out for a media partner, has awarded its Rs 5-crore media mandate to Prachar Advertising.
The new assignment entrusts Prachar with the complete media planning and buying responsibilities of Shri Dinesh Mills. “The client wanted to increase its share of voice in the market,” says Rajesh Jain, MD, Prachar Advertising. Dinesh Mills hasn’t been a highly media-savvy client and this move is necessarily to change that. “This is not a heavily advertised client. Now we will make sure that they get good visibility. We need to spread the brand name in the right markets and we have made plans accordingly,” he adds.
The agency plans to make the brand more readily visible on television, “Since this is a male-skewed brand with considerable presence on news and movie channels, we will be investing substantially there. Plus, we will have the leading south channels as well. And, this will be supported by outdoor and print as well,” shares Jain.
Currently Prachar has a clientele comprising the likes of Siyaram fabrics, Emami Group, Add Gel Pens, Kewal Kiran’s Lawman, Killer, Integriti, Liberty Shoes and Archies. “The reputation that Prachar boasts of, is value for money,” says Jain, “That is why our clients stick to us and that’s why we got this business.”
Shri Dinesh Mills is a composite textile mill with a presence in the textile industry for more than 60 years. It manufactures worsted fabrics (men's wear), paper maker’s felts and industrial textiles.