Godrej & Boyce has finally decided on its media agency as well. The Rs 10-14 crore account has moved to Carat Media. Last month, the company had awarded its creative duties to Law & Kenneth. The other agencies that had competed for the media business include Lodestar and Maxus.
At the time of filing the report, the client and agency were not available for comments. The pitch process for the media function was held almost a fortnight back. In the earlier structure, Godrej & Boyce’s home furniture business and institutional business were handled by different agencies. The pitch was called with the intention of having a common agency for unified communication.
The advertising activities will be in two directions – brand building on one front and tactical communication like advertising for schemes during festival seasons and so on.
The furniture division is the second largest sales generator for Godrej & Boyce after the appliances wing. The company has chalked out ambitious plans to double its turnover to Rs 1,000 crore in three years, which could see it becoming the top revenue earner for the Rs 1,800-crore company.
The growth strategy incorporates various initiatives, including supply contract with overseas companies, aggressive plans in the home segment, which is being coupled with a retail initiative, apart from entering new product segments with tie-ups with international specialists.