Dalmia Cement awards creative mandate to Bates CHI&Partners

The account was given after a multi-agency pitch, which included DDB Mudra and a local agency.

Dalmia Cement has awarded the creative mandate to Bates CHI&Partners after it invited a multi-agency pitch which included DDB Mudra along with a local agency. The cement manufacturer has plans to enter markets beyond eastern India, where it has already made strong footprints.

Dalmia Cement has established itself across south and east India through a portfolio of regional brands. It is known for its super specialty cements used for airstrips, oil wells and railway sleepers.

B K Singh, senior executive director, group marketing and corporate communication, Dalmia Cement, says, "A historic launch in 2013 helped the Dalmia brand to quickly establish itself as a leader in the cement industry in the north east. We believe that successful and admired brands are built through well-thought strategies and sustained efforts over time. In this endeavour, we needed a partner who has been through similar journeys of aspirational brands and more importantly the willingness to experiment with fresh thinking".

The account will be handled by Abeer Chakravarty, EVP, Bates CHI&Partners and his team. Bates CHI&Partners is a network start-up that was formed in December, 2012 bringing together Bates - an Asian agency with 14 offices in nine countries across Asia - and CHI, an independent agency from the UK.