Mediacom South wins Unibic biscuits

The size of the business is estimated to be Rs 10-15 crore. The creative duties lie with G3

Mediacom South has won the media duties for Unibic, the Australian-origin biscuit brand. The creative duties for the same have been with G3 South for the last five years. According to industry sources, the account size is estimated at Rs 10-15 crore. So far, the media buying and planning was being handled in-house by Unibic.

Apparently no formal pitch process took place prior to this development. Confirming the development to afaqs!, Kumar Vel, senior vice-president, sales operations, Unibic India, says, "Although our Australian arm is more than 40 years old, we're a fairly new, growing company in India. As our ad budgets have increased, we were looking for a media buying house that would make our ad spends work hard and be cost effective. Mediacom is among one of the most respected media agencies out there in this regard."

Unibic was strong in South India in its initial years and has spread out to the rest of the country as well in the last two years. It has different products such as biscuits and cookies, targeted at various age groups, primarily youth and children.

Anita Devraj Mookerjee, general manger, Mediacom South, says, "The brief that came to us was from a young brand, which is looking to be seen as youth centric. We went around offering not just a sound traditional media mix but also innovative solutions that can help the brand's imagery."

The media mix will be predominantly led by television, particularly spots on ODI (One Day International) cricket matches and some regional spots on channels in Tamil Nadu, including Sun TV. Other media such as on ground and BTL (below-the-line) shall follow.

Unibic is a premium brand that stands for the detailing and intricacy that goes into the making of a biscuit, with the baseline 'Traditional Bakery Recipes'. It carries a legacy of being one of 'Australia's finest cookies'. Its creative campaigns so far have been around indulgence, centred around its consumers 'deserving a great day' with the products offered by Unibic.