Starcom wins media mandate for Godrej & Boyce

The mandate covers all media duties except digital. Mindshare is the incumbent agency.

by exchange4media Staff
Published - Sep 20, 2017 8:05 AM Updated: Sep 20, 2017 8:05 AM


Starcom has won the media business of Godrej & Boyce and will handle their appliances, furniture and securities portfolio. The mandate covers all media other than digital. The business was won as part of a highly competitive media review. Mindshare is the incumbent agency.


Godrej & Boyce is the holding company of the Godrej group that also operates across 14 diverse businesses. Founded in 1897, the company started with the manufacture of high-quality locks. It has since diversified into consumer goods, office and industrial products & services, infrastructure and real estate. Godrej is one of India’s most trusted brands serving over 1.1bn customers worldwide, every day.


Mallikarjun Das, Group CEO, Starcom India, says, “It’s a privilege to partner with Godrej & Boyce, one of India’s leading corporate groups with diversified business interests. Starcom is the Human Experience Company; we are best known for powerful transformative thinking and data-driven, tech-fuelled media experiences. Starcom will put in the best of ideas, talent and resources for Godrej & Boyce and help them forge new and greater connections with consumers. As they continue on in their expansion plans, we look forward to bringing in rich returns on their media investments.”


Headquartered in Mumbai, Godrej & Boyce specialises in and is a market leader in appliances, furniture and interiors, security solutions, industrial logistics, aerospace etc.


Speaking of the appointment, Animesh Bhartiya, Chief Communications Officer, G&B, said, “G&B is going through an exciting phase. We are a diversified group with interests across 14 varied sectors. While, on the one hand we collectively have to ensure each of our businesses are independently responding effectively to the needs of its customers and all other stakeholders, it is also imperative on the other, to understand how resources can be best optimized at a group level by leveraging combined effort and spends. In a rapidly evolving media landscape, we also need new and innovative practices and approaches to connect meaningfully with a new generation of consumers. We believe Starcom has the necessary skillsets and attitude to bring fresh thinking to an organisation as varied as ours. Our teams are enthusiastic about the new partnership.”


Suruchi Trivedi, GM Corporate Marketing, G&B, added, “Our objective was to drive efficiencies by moving from a fragmented approach across the organization to a more consolidated one. We developed a robust scientific process for the pitch ensuring that all the key parameters of evaluation are dovetailed into the same. After a rigorous analysis along with the key stakeholders from within the company, we unanimously decided that the pitch response from Starcom best aligned with organization objectives. We now look forward to seeing this synergy come to life and deliver amazing results. We thank Triggerbridge who managed the pitch process for us."

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