Soho Square wins creative duties of Prism Cements

The agency will help the brand strengthen its presence in Central India.

Prism Cements, the cement division of Rajan Raheja Group, has appointed Soho Square as its creative agency. The agency won the business after a multi-agency pitch, which began in mid September and was held in Mumbai. Soho Square's Mumbai office will handle the business. The creative requirements of the company were earlier handled by its internal team.

As Prism Cement has a strong presence in central India, especially in UP, MP and Bihar, the agency is expected to conceptualise and build creative and brand building strategy for these markets. As per the creative mandate, the agency will provide creative support for most of the media platforms..

S Ramnath, executive director, Prism Cement, says, "We considered a few agencies before zeroing in on Soho Square, Mumbai. Besides the passion and understanding the team displayed, what really impressed us was the work they have been creating for our H&R Johnson (India) Division."

Samrat Bedi, head, Soho Square Mumbai, says, "This win makes it two in a row. We are super excited and hope to keep this tempo going." He adds that the team will work on the brand's identity work, print, retail, outdoor and below-the-line communication plan.

Mohit Ahuja, senior vice-president, Soho Square Mumbai adds that over the last few years, cement brands have been moving from a purely B2B communication model to a B2C one. "It is exciting to partner a major brand in this phase of the category. The entire agency is buzzing. The win also cements our expertise in the homes segment, in a manner of speaking, as it adds to our current clients like Oberoi Realty, Pidilite's Dr Fixit Raincoat and H&R Johnson's floorings, bathrooms and kitchens."

Prism Cement set up its first manufacturing plant in 1997. The company markets its cement under the brand names Champion and Ordinary Portland Cement. The company has around 3,300 dealers and 163 stocking points.

Soho Square is the sister agency of Ogilvy & Mather and was earlier known as Meridian Communication. It recently won the creative duties of Bajaj Electricals. Some of the other clients in its portfolio are Vespa, Bisleri, Franklin Templeton, Perfetti's Stop Not, ITC soaps and shampoos and Hockey India League.