Rediffusion-Y&R wins creative duties of Lafarge India

The agency won the business following a multi-agency pitch that saw participation from various other agencies.

Rediffusion-Y&R has won the creative duties of cement brand Lafarge India. The agency won the business following a multi-agency pitch from various other agencies.

Ogilvy was the incumbent on the business.

Madhumita Basu, senior vice-president, marketing, Lafarge India, in an official communiqué, says, "It's a challenging environment for the cement industry. We look forward to Rediffusion-Y&R bring in fresh ideas and market understanding that can help Lafarge India reach new heights."

As part of its mandate, the agency will conceptualise ideas, create a communication strategy, and develop modules, designs and work plans to help Lafarge India enhance its communication.

D Rajappa, president, Rediffusion-Y&R, says, "We look forward to build and develop the brand further in India and partner the company to achieve its marketing goals."

TME-MPG Combine, the media arm of Rediffusion-Y&R, continues to handle the media duties for the cement brand.

For the record, Lafarge is one of the leading brands in Eastern India and has three products, Lafarge Concreto, Lafarge Duraguard, and Lafarge PSC. The company also offers guidance to home builders through the Lafarge Home Building Centre.