Following a pitch made in the month of December, MPG has won the Rs 10-crore media business of the Aditya Birla Group. The pitch involved four leading media agencies, which includes Carat and Madison. After an initial display of credentials, the presentations took off and the decision was arrived at in mid-January.
For the last two years, RK Swamy was handling the media planning and buying operations for the Aditya Birla Group.
Meanwhile, the creative for this group was furnished by VGC (Vyas Gianetti Creative) and the exclusive premiere of the commercial would take place on Star News at 9 PM on Saturday, February 21, 2004. According to the Vyas spokesperson, the 60-second commercial reflects the melting points of eastern and western cultures, setting paradigms that meet exacting international standards to create the unique positioning of the Aditya Birla Group.
The Aditya Birla Group is one of India’s largest business houses. The Group’s operations span 40 companies, straddling 18 countries; to name a few — Thailand, Malaysia, Indonesia, Egypt, Canada, Australia and China. Its revenues are in excess of US$ 6 billion and it has a market capitalization of US$ 5 billion. The company has 72,000 employees and over 700,000 shareholders. The areas that fall under its purview include branded apparels, insurance and asset management, software, telecom, aluminum, carbon black, sponge iron and chemicals.