Dalmia Cement (Bharat) Ltd (DCBL) has appointed Aegis Media's Vizeum as its media agency on record. The business will be handled by Vizeum Chennai, under the leadership of EM Sreeneelakandhan, general manager. DBCL's creative duties are with JWT.
Commenting on the appointment of Vizeum India, BK Singh, executive director, sales and marketing, DCBL, informs, "Vizeum has been evaluated amongst the other choices available, on the basis of their exhaustive processes.†We are positive that this association will bring in diversity in our existing communication investment strategy."
Vizeum proactively approached DCBL; no formal pitch process took place. The agency plans a full-fledged, 360-degree media mix for this account, including television, print, outdoor, events and activation. DCBL is looking at a budget of Rs 10 crore for its advertising.
In an effort to deliver optimal results, the team at Vizeum plans to use a process called 'Motivation to Media'-- a means to understand consumer motivation. S Yesudas, managing director, Indian sub-continent, Vizeum, elaborates, "We will operate as an extended brand management team of the client, and will go beyond the conventional duties as a media agency. Besides delivering mere mathematical algorithms that calculate reach and GRPs, we will function as business partners to our client and help them with their marketing."
He adds that part of the job is accepting that ad-avoidance exists and to find an effective workaround. "The plan is to make tangible contributions to increase the quality of DCBL's communication investments, by finding a way to connect the consumers with the brand," he says.
For the record, DCBL is a multi-spectrum cement player in South India. It produces specialty cements for strengthening airstrips, concretising railway sleepers and cementing oil wells. Its consumer facing brands are Vajram and Superoof.