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Dalmia calls for creative pitch for its cement brand

By Ashwini Gangal , afaqs!, Mumbai | In Advertising | April 09, 2012
As of now, JWT Chennai is the creative agency on the cement part of the account. The corporate duties for the parent brand lie with JWT Delhi.

Dalmia Bharat Group (formerly known as Dalmia Cements) has initiated a creative pitch process in Chennai. The pitch is specifically for the group's cement brand and not for the other verticals that the parent brand is involved in (such as sugar, power and R&D).

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Although confirmation on the development could not be obtained from the company spokesperson, highly placed sources in the industry have confirmed the news to afaqs!.

Further, it is learnt that the authorities have already started issuing pitch invitations to a few select agencies in Chennai. Mostly, the pitch will include no more than three agencies, claim sources.

An insider tells afaqs! that the presentations are likely to take place around the second week of April in Chennai.

The group's cement brand is a popular multi-spectrum player in South India. It produces specialty cements to strengthen airstrips, concretise railway sleepers and cement oil wells. Its consumer-facing brands are Vajram and Superoof.

As of now, JWT Chennai is the creative agency on this account. The agency was brought on board about two years ago. Earlier, Chennai-based Fifth Estate Communications was in charge of the creative duties for this account.

Recently, JWT Delhi was appointed by the Dalmia Bharat Group to handle its corporate campaign duties.

In July 2010, Dalmia Cement appointed Vizeum Chennai to handle its media duties. In December 2011, Olive e-Business was roped in to handle the digital account of Dalmia Bharat.

For the record, the company has cement plants in Tamil Nadu (Dalmiapuram and Ariyalur) and Andhra Pradesh (Kadapa).

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