Grasim Cement assigns business to Leo Burnett and Starcom

In a pitch involving eleven agencies, Leo Burnett and Starcom have bagged the creative and media duties of the Aditya Birla Group's cement business estimated at Rs 25 crore. This move is widely seen as a precursor to a major re-branding exercise to be launched by the company soon.

While both the company and the agencies concerned refused corroborate this move, executives close to the development indicate there are a few loose ends to be tied up. "While the creative duties have most certainly been assigned to Leo Burnett, some issues still remain in media," said a senior industry source. Things will only be clear in the next few days.

In June this year, the Aditya Birla Group acquired L&T Cement, adding it to its portfolio of brands under Grasim, including Birla Super and Birla Plus. The terms and conditions of the acquisition stipulate that the group will not use the L&T brand name.

Till early last year, the Grasim Cement portfolio was in the custodianship of Saatchi & Saatchi, Delhi. However, at the pitch held earlier this year (post the Grasim-Larsen & Toubro deal) JWT, FCB-Ulka, O&M and Leo Burnett were shortlisted in the final round for the creative part of the business, while the penultimate round included Lowe and Mudra Communications, besides the other four. © 2003 agencyfaqs!