Interface Communications, which
has been handling the Birla White account for more than a decade, has now added three other Grasim Cement brands to its kitty. These include Birla Plus, Birla Cement and Birla Ready Mix.
The size of the business of the three brands is estimated to be around Rs 15-20 crore. Incidentally, the advertising spends on Birla White alone are around Rs 7 crore. The media duties continue to be with Starcom.
Niteen Bhagwat, executive director, Interface Communications, says, "Bagging the other three brands confirms the value-added solutions that we have provided to Birla White. Interface has always tried to focus on delivering solutions that go beyond mere advertising."
A company spokesperson for Grasim Cement says, "Interface has a deep understanding of architecture and construction materials. We hope to make use of this understanding and the unique consumer insights that Interface can bring to our brands. We are planning an aggressive growth strategy across all our brands."
The media mix will be equally divided among mass media and below the line activities. Out of the 50 per cent budget allocated to mass media, 65 per cent will be spent on television and the rest will be divided among press and outdoor. The below the line activities will include sponsorship for events such as cricket tournaments, retail branding and other promotional activities.
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