Top Story


Home >> Media - Others >> Article

Tata Steel's Rs 20-crore media account moves to Mindshare

Font Size   16
Tata Steel's Rs 20-crore media account moves to Mindshare

The Rs 20-crore worth planning and buying mandate of Tata Steel has moved to Mindshare. The account was earlier under the purview of The Media Edge.

Confirming the move, Vikram Sakhuja, Head, Mindshare (India & South Asia), said, "It's an important business for Mindshare and a challenging one at that. After a credentials round and a full presentation on Tata Steel and its stature in the Indian market and overseas, we have been allotted the planning and buying mandate of this account. The presence of an international network worked in our favour, because the company is concentrating on building the Tata Steel corporate name overseas."

Sakhuja further added, "In addition, we have a strong office, with all the systems and operations in place in Kolkata, and we are handling a number of reputed clients from there such as Berger and Bata. There are not many media agencies in that region that can offer the same kind of support."

According to Sakhuja, Mindshare's "ability to look beyond GRPs and conventional media had a good deal to do with us bagging the account". Tata Steel remains a reputed company in business circles, he said, and "it is pushing ahead with its ambitious plans to ensure that larger quantities of its steel are branded in the coming years."

Tata Steel has essentially three generic brands and three product brands. The generic brands are Tata Bearings, Tata Pipes and Tata Agrico. Till March 2000, Tata Steel had no powerful brands in its main steel business. It started by launching Tata Tiscon, which was a relatively small part of its production. This situation was reversed with the launch of brands like Tata Shaktee, which today commands a 10 per cent market share in the GC market. The company is confident of achieving more than 15 per cent share of the GC market this year.

The first generic brand from the Tata Steel stable was launched in 1927-- Tata Agrico. Though a generic brand, it covers the company's entire portfolio of agricultural implements and has managed to maintain leadership in the market. The company claims that currently Tata Agrico commands a premium of 15 per cent over competing brands.

The steel industry has been going through a boom largely due to the huge buying from China. Tata Steel has also done exceedingly well as the industry's growth has surged.


Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Mumbai was chosen in keeping with the company's focus on featuring their proprietary technologies over undiscovered markets like South Asia

The campaign, featuring brand ambassador Farhan Akhtar, exhorts consumers to showcase their achievements through the walls of their homes.

We list a few important stories that you may have missed in the week gone by