MediaCom bags Ruchi Soya’s Rs 10 crore media account
Ruchi Soya Industries Ltd (RSIL), the flagship company of the Ruchi Group, has awarded its media responsibilities to MediaCom following a multi-agency pitch. The account is pegged at Rs 10 crore. O&M handles the creative responsibility for the Ruchi brands.
Ruchi Soya Industries Ltd (RSIL), the flagship company of the Ruchi Group, has awarded its media responsibilities to MediaCom following a multi-agency pitch. The account is pegged at Rs 10 crore.
The other agencies in the fray, apart from the incumbent OMS and MediaCom, were TME and Starcom. For the record, O&M handles the creative responsibility for the Ruchi brands.
Confirming the development, Amrita Shahra, Product Manager, RSIL, said, “Ruchi foresees a great future for the ROCP (refined oil consumer pack) category. We plan to launch a premium brand to tap this opportunity and for the launch we have taken on board O&M as our creative agency and MediaCom as our media partner. We feel that it is imperative to work with a professional media house for planning and buying as we will benefit from their expertise in the launch phase, and thereafter to grow the brand.”
With this development, MediaCom will now handle all Ruchi brands. “MediaCom will handle all our other brands too, including Ruchi Gold Palmolive oil which is the category leader, Nutrela, another leader in the soyafoods sector, and Soyumm, a top brand in the soya oil category,” said Shahra.
As to what worked in MediaCom’s favour, she explained, “MediaCom has previous experience in the edible oil category and thus has strong learnings of the category. Also, they have strong buying capabilities. We expect them to use their previous expertise for formulating the media strategy to help us meet certain targets set for overall reach and brand recalls. We are confident that MediaCom will devise a plan to meet those goals in our markets.”
