Last updated : September 25, 2014 10:34 AM
INCommunications has bagged the creative duties for Prism Cement. Prism Cement is a unit of the Rajan Raheja group. According
to industry estimates, the account is worth approximately Rs 2.5 crore. The account was won in a multi-agency pitch, which included five-six ad agencies from Delhi. The media duties are yet to be finalised.
Charu Bakshi, president, INCommunications, says, "We bagged the account on the basis of our in-depth understanding of the consumer and the peculiarities of the cement market. We are looking at positioning the brand as a premium brand in this category."
She adds, "In order to create the appropriate communication package for the brand, our representatives went and visited the Prism markets in the interiors of Uttar Pradesh and Madhya Pradesh and brought back insights that proved helpful."
She elaborates, "An interesting observation from our representatives is that this category, which was earlier seen as a commodity, is seeing a shift towards the consumer oriented market, where there is a need to build it as a top of mind brand."
Prism is planning aggressive marketing activity in its markets. Bakshi says, "The cement category is becoming more evolved and one in which consumer pull works rather than dealer push, which, in turn, is increasingly affecting brand choices."
INCommunications is currently undergoing a phase of consolidation. Recently, INCommunications partnered with Carat Media Services for media planning and buying for its clients.
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