Nitco Tiles business on its way to Mudra

The size of the business is estimated to be Rs 5-10 crore

Bates David Enterprise has lost its third consecutive business post the merger of Bates Enterprise with David. It so happens that the three businesses in question are all from David’s stable.

First it was Asahi Glass, then Global Broadcast News (CNN-IBN and IBN7). Now, Nitco Tiles has moved out of the agency.

Bates David Enterprise’s loss is Mudra’s gain; Mudra will handle the creative and media duties for Nitco, both of which were handled by David for the past four years. The size of the business is estimated to be Rs 5-10 crore.

David’s efforts helped Nitco Tiles move up the value chain and appear in mainstream advertising. The appointment of Perizaad Zorabian as the face for Nitco Tiles also helped to build the brand through an elaborate television campaign. Radio ads for Nitco, created by David, were also instrumental in adding an irreverent zing to the brand.

Commenting on the account move, Sushil Matey, president, Nitco Tiles, says, “On account of some brilliant and path-breaking advertising for the past four years, Nitco has almost become a household name in the tiles category. To infuse fresh thinking and give a new perspective to our company, we have appointed Mudra.”

Nitco Tiles, part of the Nitco Group, is a player in the flooring solutions segment. The company began manufacturing mosaic tiles in 1966. In 1997, it ventured into the production of ceramic tiles. Nitco’s range now includes ceramic tiles, vitrified tiles, cement-terrazzo tiles, pavers, designer and chequered tiles, imported marble and Mosaico (artistic creations in mosaic rendered in stone, ceramic and marble).

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