Platinum Media bags media duties of Lafarge India

Lafarge India, French cement and building materials company, has appointed Platinum Media as its media agency. The agency's Kolkata office will handle the business.

Lafarge India, French cement and building materials company, has appointed Platinum Media as its media agency. The agency's Kolkata office will handle the business.

A part of Madison Media Group, Platinum Media won the media planning and buying duties after a multi-agency pitch process. Mindshare, Dentsu and Havas were the other agencies that competed for the business.

In fact, Havas Media was the incumbent agency on the account.

On appointing a new agency, Aniruddha Sinha, assistant vice president, Lafarge India, says, "Madison Media has extensive understanding of the Indian media scenario. And, their approach and innovative media solutions will enable us to drive impactful media presence across our audience segments." The company intends to expand its business in North India in the days ahead.

Besides being excited about winning the business, Basabdatta Chowdhuri, CEO, Platinum Media, feels confident the agency can add strategic value in making brand Lafarge a household name across the country.

Lafarge India, which entered the Indian market 15 years ago, is headquartered in Mumbai. The company's product portfolio includes Lafarge Concreto (premium slag cement), Lafarge PSC (superior quality slag sourced from a global steel production company) and Lafarge Duraguard (fly-ash based PPC or Portland Pozzolana cement).

Platinum Media, part of the Madison Group, was set up in 2008. Some of its clients include MagicBricks.com, Dixcy Textiles and HomeShop 18.

Meanwhile, Madison Media Group has recently won a number of accounts, including Raymond Apparel, Piramal Healthcare, HomeShop 18, McCain Foods, Ruchi Soya, Max India's corporate account and Café Coffee Day.