The ITC Group has taken a decision on its media agency following a pitch that it completed in June this year. The blue-chip company will continue with the incumbent on the business, Interactions, headquartered in Bangalore. With this development, Interactions will work across the entire portfolio of ITC Group, including corporate, hotels, food, lifestyle, agarbattis/matchboxes, greeting cards, perfumes, soaps and detergents. The estimated size of the business is in excess of Rs 100 crore.
In the context of the foods business, Ravi Naware, Divisional Chief Executive, ITC Ltd- Foods Division, confirmed the development to exchange4media. Apart from Interactions, which is part of the Lintas Media Group, the other agencies which had competed for the business included the likes of Mediaedge:cia (MEC) and Lodestar.
ITC Foods is present in four categories – ready-to-eat food, staples, confectionery and snacks. It made its foray into the sector in August 2001 with the ready-to-eat ‘Kitchens of India’ brand. It is expected to augment its food range with fast food snacks.
ITC has also recently announced its foray into the consumer goods segment with its new perfume ‘Essanza’, which will be available in its lifestyle stores across the country shortly.