CavinKare awards media duties worth Rs 30 crore to Mediaedge: cia

CavinKare, the Chennai based FMCG company that manufactures haircare, skincare and personal care products, has appointed Mediaedge:cia as its AOR (agency of record). The company has set aside a budget of Rs 30 crore for media duties.

Ramesh Vishwanathan, vice-president, marketing, CavinKare, confirmed this to agencyfaqs!. The names of other agencies in the fray could not be ascertained. Hitherto, the media duties were looked after by CavinKare’s in house agency, Hemalata Enterprises.

The complexity of the media scenario led CavinKare to look for an external agency. “The need to outsource the task stems from the fast changing dynamics in the media business. Usage of tools to improve efficiency has become vital,” says Vishwanathan, citing the in-house agency’s inability to invest in tools.

Vishwanathan was impressed by Mediaedge:cia’s approach: “They came up with different perspectives and plans for each brand with the help of their tools and thinking processes.”

The focus will be on achieving greater visibility by improving media planning and efficiency. Vishwanathan says that the efforts will be directed towards achieving greater value for every rupee spent.

Shubha George, Mediaedge:cia, says that the agency will use the active engagement philosophy to reach the fragmented consumers of today. “We will focus on building consumer connect that goes beyond traditional one way communication and engage consumers with the brand as well as the communication,” she reveals.

The creative responsibilities for CavinKare will continue to be handled by four advertising agencies, Ogilvy & Mather, Orchard, G3 and Rubecon.

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