Ruchi Soya Industries Ltd (RSIL), the Ruchi Group flagship company, has awarded its media responsibilities to MediaCom, subsequent to a multi-agency pitch. The account is pegged at Rs 10 crore.
Apart from the incumbent OMS and MediaCom, the other agencies in the fray were TME and Starcom. For the record, O&M handles the creative responsibility for the Ruchi brands.
Confirming the development, Amrita Shahra, Product Manager, RSIL, says, “Ruchi foresees a great future for ROCP (refined oil consumer pack) category. We plan to launch a premium brand to tap this opportunity and for the launch we have taken onboard O&M as our creative agency and MediaCom as our media partner. We feel that it is imperative to work with a professional media house, for planning and buying as we will benefit from their expertise in the launch phase and thereafter, to grow the brand.”
With this development, MediaCom will now handle all Ruchi brands. “MediaCom will handle all our other brands too, including, Ruchi Gold Palmolien Oil which is the category leader, Nutrela - another leader in the soya foods sector and Soyumm, a top brand in the Soya oil category,” states Shahra.
As to what worked in MediaCom’s favour, she explains, “MediaCom has previous experience in the edible oil category and thus has strong learning of the category. Also, they have strong buying capabilities. We expect them to use their previous expertise for formulating the media strategy to help us meet certain targets set for overall reach and brand recall. We are confident that MediaCom will devise a plan to meet those goals in our markets.”
The move to hire MediaCom comes in the wake of Ruchi’s plans to strengthen its position in the market. Shahra explains that the group is focusing on growing the existing brands as well as launching new ones. “Since we have already achieved the coveted position of being No 1 in soya foods and vegetable oils, as per CMIE report,” says Shahra, “We now want to focus on building consumer pull, hence will be emphasis on brand building.”
In the chartered plan of action, regional brands like Ruchi Gold will gain more national presence. Nutrela will see a range expansion and will become the group’s ‘Power brand’. The group is also planning to venture into premium category in edible oils.