Grasim Grey has selected the agency to take care of the media responsibilities of its UltraTech Cement. Following rigorous discussions over the past few weeks, the company has decided to award the duty to Starcom. The account is pegged at Rs 18-20 crore. Leo Burnett is the creative custodian of the business.
Neither the agency nor the client was available for comments on the development. The official pitch was called last August. At the time, the company had appointed Leo Burnett as the creative partner. A call on the media agency, however, was still to be taken. Sources inform that the final contenders were GroupM’s MindShare and Starcom.
A reason for the delay in the decision was the de-merger formalities taking place between Larsen & Toubro (L&T) and Grasim Industries (Grasim). The two companies completed the implementation process of the de-merger of the cement division of L&T in July 2004. Grasim acquired majority stake in UltraTech CemCo Limited (UltraTech), the de-merged cement business of L&T.
With Leo Burnett and Starcom looking after the responsibilities of UltraTech, the objective of the communication now would be to leverage synergies with Grasim and strengthen the ability to compete in the Indian and overseas markets.