Lodestar UM bags media mandate for M.P Birla Cement

In a recent announcement, M.P Birla Group has chosen Lodestar UM, a media agency from IPG Mediabrands, to handle the media duties of its cement business. Previously the account was with Madison Media.

Sandip Ghose, executive president - sales, marketing and logistics, MP Birla Cement, says in a press release, "We are pleased to have a professional media agency, Lodestar UM, on board. 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."

He adds, "We look forward to Lodestar UM partner us on the new branding journey. We have very high expectations of Lodestar UM as well as confidence in its ability to make the difference along with our creative agency, Ogilvy and Mather."

Nandini Dias, CEO, Lodestar UM, says in a press release, "This is a very major event in the life of MP Birla Cement and the stakes are high. The success of this launch will determine much of the future trajectory of the Company. 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."