Communications Mumbai has bagged the creative and media duties for Nitco Tiles after a multi-agency pitch. The size of the business is estimated to be Rs 5 crore.
The incumbent on the business was a Mumbai based agency, Prem Associates, which was brought on board around a year ago. Before that, Brand David handled the account for around five years. During that time, the media buying for print was managed in-house. Carat handled the media duties for the brand as long as Prem Associates was its partner. Now, with Triton coming in, the scheme of things has changed.
The television commercial for the brand will be seen in as soon as a month. Says Nitin Sawale, general manager, marketing, Nitco Tiles, "The agency's research found that this category was an under-communicated one; the research also dwelt on the consumer's preferences in this category. Their strategy for the brand was what made us take up their services."