afaqs!

Wonder Cement scouts for creative partner

By Anushree Bhattacharyya , afaqs!, New Delhi | In Advertising | June 15, 2011
The R K Marble-promoted cement brand has called for a pitch that includes six creative agencies, including three local agencies based in Rajasthan, as well as Ignite Mudra, Cheil and the Percept-promoted IBD.

The Rajasthan-based R K Marble-promoted cement brand Wonder Cement, is on the lookout for a creative partner. The company has called for a pitch that includes six creative agencies -- of which, three are local agencies based in Rajasthan, besides Ignite Mudra, Cheil Worldwide and the Percept Hakuhodo-promoted IBD.

The size of the account is estimated at Rs 6-10 crore.

The development has been confirmed by reliable sources in the industry, who say that the company is looking for an appropriate look as it plans to launch the cement brand on a national scale.

This is the first time that the company has called for a creative pitch.

According to recent media reports, R K Marbles was in talks with the Swiss cement manufacturing giant Holcim AG to sell off its stake. However, the plan has been put on hold for the time being; rather, the company plans to start a new cement factory in the Chittorgarh region of Rajasthan.

For the record, the R K Marble Group was established in 1989 by the Patni group, to meet the increasing national and international demand for Indian marble. The company, Wonder Cement, set up its cement plant at Nimbahera in Rajasthan, with a capacity of 2.5-3 million tonne per annum, and limestone reserves.

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