Mediacom, Grey Worldwide’s media buying and planning agency, has bagged the media agency account of the Rs 170-crore Hindustan Pencils. The agency will now do the entire buying and planning strategy for the company.
Dhruman Sanghvi, Head of Communication & Brand Management, Hindustan Pencils, says, “We have chosen Mediacom based on their excellent media planning skills and proprietary planning tools. The team has the expertise in both traditional and innovative media. We are confident that they will do a great job in managing our media.”
"We at MediaCom are thrilled with this win. While we did deliver to the brief, what may have given us the edge is the non-conventional media thinking that we brought on the brands," says Jasmin Sohrabji, President, MediaCom India. The others in the fray were Starcom and Lintas Group’s recently launched agency ‘Insight’.
It was a rigorous procedure that Hindustan Pencils adopted to zero in on their media agency. The company first screened through 15 agencies based on parameters such as size, client, portfolio and recommendations. After this screening, they shortlisted five agencies, namely, Starcom, Mediacom, Insight, Optimum Media Solutions and incumbent Carat in the first round. Then the credentials presentation was made by the five agencies on February 17. Of this, finally three agencies--Starcom, Mediacom and Insight were chosen to make the final pitch sometime during the first week of March.
It was only a month ago that the company zeroed in on Ogilvy & Mather as its creative agency for its brands Natraj, Apsara and their colour pencils and watercolours 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, 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.