Hindustan Pencils, which is currently reviewing its media account, has short-listed Starcom, Mediacom and the newly set up Lintas Group’s Insight. Optimum Media Solutions and incumbent Carat were also selected in the first round.
Dhruman Sanghvi, Head of Communication & Brand Management, Hindustan Pencils says, “We have short-listed these three agencies based on their credentials, buying and planning skills and the experience and strength of their team.”
Before the credential presentation on February 17, the company first short-listed five agencies after a thorough screening of 15 agencies based on parameters such as size, client portfolio and recommendations. The three short listed agencies are expected to make their final pitch in the first week of March.
It was only recently that the company zeroed in on Ogilvy & Mather as its creative agency for its brands Natraj, Apsara and their Colour Pencils and water Colours brands. The decision to go in for a media review is in keeping with the company’s overall plan to strengthen its marketing and communication strategy.
Established in 1958, the Rs 170 crore Hindustan Pencils has perfected the process of manufacturing pencils to a fine art. Apsara and Natraj are today household names. The company grows its own trees for pencil manufacture. With the latest machinery in place and state-of-the-art manufacturing units, the company churns out up to 3 million pencils, 450,000 sharpeners, 1.2 million erasers and 80,000 scales daily.