Borosil Glass Works assigns media duties to Lodestar UM

A high-decibel multimedia campaign was launched last month for the brand's tableware vertical Larah.

Borosil Glass Works, the premium Indian glassware and microwavable kitchenware brand, has appointed Lodestar UM, which is a part of the media agency conglomerate IPG Mediabrands, as its media agency.

The company recently forayed into the consumer products segment, and in order to build its tableware vertical, bought the brand Larah, which was to be launched nationally.

Commenting on the account win, Deepak Netram, senior vice-president, Lodestar UM, says, "Our task was to find ways to build strong imagery and sheen for Larah. We focussed on the 'novelty seekers' segment, which is the biggest influencer for women in India for the category."

Rituraj Sharma, vice-president, consumer products, Borosil Glass Works, adds, "It is impressive to see how Lodestar UM provides us with optimal strategic solutions. It has effectively used its proprietary strategic tools to reach out to the right target audience for us. It has given our campaign the right impact and huge visibility in the targetted markets."

A high-decibel multimedia campaign for Larah was launched last month, which included high impact domination and multimedia strategy across television, cinema, content, and on-ground activation.