Somany Ceramics
Limited, the leading player in the Indian ceramics industry, recently awarded
its advertising mandate to the global advertising and marketing giant Ogilvy
& Mather. The pitch was initiated a month ago where six other major
advertising agencies also participated. The estimated advertising budget for
Somany Ceramics for FY17-18 is 3 to 3.5% of the revenue. Ogilvy & Mather
will manage Somany Ceramic Limited’s operations from their Gurgaon office and
the mandate consists of the brand’s diverse product portfolio.
Commenting on the
association, Abhishek Somany, MD, Somany Ceramics Limited,
commented,” We are interested in exploring newer ways of targeting
specific groups therefore, it became essential for us to collaborate with
an agency who understand the dynamic media environment. Ogilvy & Mather
comes with a fresh and progressive approach which will help us to focus on
developing advertising and marketing campaigns to engage consumers with our
products and brands.”
·
· He
further added,” To stay a youthful and trendy brand and expand our business and
product portfolio, we need a partner and support team that understands how the
brand communicates to the consumers in new and existing geographies.”
·
· Speaking on the win, Chandana Agarwal,
Managing Partner, Ogilvy & Mather “Somany is
responsible for launching many firsts in the Indian Tile Industry.
Innovation has clearly been at the heart of what they do and we see a great
match of values between the two organisations. We are extremely excited about
this partnership and look forward to creating some memorable work”.
·
· Somany Ceramics has
been a prominent name as a homegrown enterprise in the Indian corporate
landscape since its inception almost five decades ago. They ventured into
sanitaryware segment in FY 2011-12 and have recently trebled their sanitaryware
production capacity from 3.03 lakh pieces per annum to up to 11.50 lakh pieces.
The company has a robust distribution network with over 1,800 dealers and
12,000 touch points across India and plans to open 200 additional franchisee
showrooms and experience centers by the end of FY
2017-18.
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