JSW cements its relation with Grey India

The agency, which manages the creative duties for the JSW Group, has been appointed to manage the creative duties for the new offering of JSW Cement.

Grey India has won the creative duties for the new, yet to be named 'green' cement offering of JSW Cement. The business will be handled out of the agency's Mumbai office.

It may be recalled that in September, afaqs! reported that JSW Cement was on the lookout for a creative partner to launch its new offering in the Indian market. A pitch process took place in Mumbai, in which several Mumbai-based agencies contested.

The company plans to launch the 'green' cement by January, 2012. The new offering is expected to be unique as the cement variant will be ecological and environment-friendly. JSW Cement wants to spread awareness about this innovative offering in an equally innovative way, and thus a separate pitch process was held for the product.

No official comments were forthcoming from either the client or the agency at the time of filing the report. However, senior industry sources have confirmed the development. JSW Cement confirms that an agency has been finalised, although the formalities are yet to be completed.

Sources close to this development also confirm that Grey India won the mandate due to its close ties with the JSW Group, and also since the cement arm was happy with the kind of work that the agency presented.

The size of the business could not be ascertained at the time of filing this story.

In 2009, the JSW Group had appointed Grey India to handle its creative duties following a multi-agency pitch. The account size at that particular point in time was estimated at Rs 15-20 crore.

This is the second win in a week for Grey India. WPP-promoted Grey India's Bengaluru office recently won the creative duties for the consumer and SMB division (CSMB) of Dell India.