Lodestar Universal is continuing with its good run. Close on the heels of the Mahindra Renault win, the agency has added Birla’s grey cement brands – Birla Plus and Birla Super -- to its kitty as well as the brand UltraTech, again from the Birla stable. Prior to this, the business was with Starcom. The total account is pegged at a whopping Rs 40-45 crore. There was no pitch involved in the selection of the agency.
The development comes in the wake of Birla’s decision to move UltraTech from Leo Burnett to Interface. Recently, the cement major had moved Birla Super and Birla Plus to Interface. As is known, Birla White has always been in Interface’s kitty.
Speaking on the new additions, Niteen Bhagwat, Executive Director, Interface Communications, said, “We are absolutely delighted to handle the UltraTech business. This is a vindication of the trust that the client has put in us. We are very happy and proud to be associated with the Birla business.”
Nandini Dias, Vice-president, Lodestar Universal, added, “We have worked for Birla White and now to get the rest of the business is a very humbling experience. Our clients are like partners and there is nothing better than growing with them. We are looking forward to a fruitful association with these brands.”