Grasim Industries has consolidated its entire grey cement business with Starcom. Prior to this, Starcom was handling only UltraTech from the Grasim stable. With this win, Starcom gets Birla Super and Birla Plus also in its supervision. The additional business moves from MX Advertising and the spends are estimated at Rs 10-12 crore. The creative side of the business, however, continues to be with MX Advertising.
Confirming the win, Shashank Awasthi, Head, Marketing Services, Grasim Industries - Grey Cement, said, "We have been associated with Starcom for some time now for UltraTech launch and we are happy with the values we got in terms of their strategy thinking, which matches with out brand needs and also their buying capabilities. This is why we decided to give them the rest of the business."
Commenting on the win, Manish Porwal, GM, Starcom, observed, "Getting more responsibilities from the same client brings a much greater joy than any other win. As much as we enjoyed working on the UltraTech launch in India, the client perhaps found enough reasons to respect the strategic planning and buying inputs that they got, which probably worked in our favour and got us the additional business. We greatly cherish this win"