Grasim Suiting, part of the Aditya Birla Group, has awarded its media duties to Optimum Media Solutions (OMS). The AOR, which includes the two brands Grasim and Graviera, came OMS' way following a multi-agency pitch that included the likes of Carat Media, Madison Media and, of course, OMS. The creative duties of both Grasim and Graviera however, continue with their respective agencies - O&M and Contract Advertising.
Interestingly, Universal McCann, which had been servicing the business for around two years now, was not asked to defend it.
But the company officials assured "it was simply the urge to look around for better opportunities" that the business was put under the scanner. Explains Ranjeet Kumar, brand manager, Grasim and Graviera, "We wanted some fresh ideas, innovations and interesting media opportunities for our brands Grasim and Graviera. The aim is to get maximum visibility for them."
Indeed, Grasim is looking forward to the new partnership. "Besides, presenting insightful media opportunities and innovations, what really gave them (OMS) that extra edge was the passion in the OMS team," adds Kumar. For OMS too it is great news after winning the Reliance Infocomm and Yamaha AORs. Talking to agencyfaqs!, Sandeep Vij, president, Optimum Media Solutions, says, "We displayed an in-depth understanding of the brand and presented out-of-the-box media solutions, which, I believe, was what got us the business." © 2003 agencyfaqs!First Published : April 03, 2003