MUMBAI: The M P Birla Group has chosen Lodestar UM (leading media agency from IPG Mediabrands) to handle the media duties of its Cement business.

The M P Birla Group (established in 1919) and having interest across Cement, Power & Telecom Cables, Jute Goods, Healthcare, Education etc operates its Cement business under its flagship company, Birla Corporation Limited and its subsidiary Reliance Cement Company Private Limited.

Birla Corporation Limited recently acquired 100% shares of Reliance Cement Company Private Limited, a subsidiary of Reliance Infrastructure Limited, with its units spread across Madhya Pradesh, Uttar Pradesh & Maharashtra. With this acquisition, M P Birla Cement’s total manufacturing capacity has crossed 15 million tons across major markets of North, West, Central and Eastern India.

As a first step of its new branding exercise, M P Birla Cement has launched “PERFECT” – as a premium Portland Pozzolana Cement in Central India.

MP Birla Cement executive president – sales, marketing & logistics Sandip Ghose says: “We were impressed by their quick understanding of our marketing mission, a flexible and collaborative approach in developing a plan that meets our needs and priorities. “We look forward to Lodestar UM partner us on the new branding journey."

Lodestar UM CEO Nandini Dias concurs. “This is a very major event in the life of MP Birla Cement and the stakes are high. Lodestar UM, with its insights and solutions-led approach, will strive to create a strong differentiation in the market – cutting through the clutter and me-too media activities," she says.