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, Mr. 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.