Somany Ceramics has awarded its advertising mandate to the global advertising and marketing giant Ogilvy & Mather. The pitch was initiated a month ago wherein six other major advertising agencies also participated. The estimated advertising budget for Somany Ceramics for FY17-18 is 3–3.5% of the revenue. Ogilvy & Mather will manage Somany Ceramics’ operations from their Gurgaon office; the mandate consists of the brand’s diverse product portfolio.
Commenting on the association, Abhishek Somany, MD, Somany Ceramics commented, “We are interested in exploring newer ways of targeting specific groups, therefore, it became essential for us to collaborate with an agency who understands the dynamic media environment. Ogilvy & Mather comes with a fresh and progressive approach, which will help us focus on developing advertising and marketing campaigns to engage consumers with our products and brands.”
He further added, “To stay a youthful and trendy brand and expand our business and product portfolio, we need a partner and support team that understands how the brand communicates to the consumers in new and existing geographies.”
Speaking on the win, Chandana Agarwal, Managing Partner, Ogilvy & Mather, said, “Somany is responsible for launching many firsts in the Indian tile industry. Innovation has clearly been at the heart of what they do and we see a great match of values between the two organisations. We are extremely excited about this partnership and look forward to creating some memorable work.”