CUMI awards integrated marketing mandate to Digitally Inspired Media

The mandate includes market research, social media marketing, communication planning, development of an upgraded global website and management of marketing campaigns across digital media channels.

The account was won following a multi-agency pitch. Carborundum Universal Ltd (CUMI), is a part of the Murugappa Group, one of the largest
conglomerates in India and is a leading manufacturer of abrasives, ceramics, power tools and more. With state-of-the art facilities and strategic alliances with global partners, CUMI has achieved a reputation for quality and innovation. CUMI is one of the five manufacturers in the world with fully integrated operations that include mining, fusioning, wind and hydro power stations, manufacturing, marketing and distribution. The company has subsidiaries in India, Russia, China, Australia, Thailand and South Africa.

Ninad Gadgil, President – CUMI Abrasives, commented on the association, “Digital has become an undisputable frontier in marketing, especially under current circumstances. This digital mandate seeks to harness the power of digital beyond its capabilities as a marketing channel to build deeper relationships with stakeholders across the board. At CUMI and Murugappa Group, we take great pride in being at the forefront of innovation and technology across multiple domains and industries. We aim to provide an equally cutting edge experience to our customers and believe Digitally Inspired Media possesses the strategic acumen and requisite experience to lead this transformation”

Jeff Thomas, VP - Strategic Planning added, “CUMI is a relatively quiet yet robust powerhouse within the Murugappa Group. Their decision to embark on a focussed digital - led marketing transformation displays not only their adaptive quality with changing tides but a mentality rooted in innovation that has been a crucial part of their DNA. Over the years, CUMI has developed and delivered some of the most reliable abrasive products in the country while almost organically building classic Indian brands like Ajax, Jawan and Sandmaster that are now synonymous with the product category. After rigorous discussions to understand CUMI’s business objectives and operations, the team was able to present an effective lineup of custom B2B initiatives with measurable outcomes that augment supply chains, increase brand salience and create direct marketing avenues at rationalized costs. We’re thrilled about this win and look forward to creating meaningful work in the days ahead.”

Since the appointment, CUMI has revealed a brand positioning campaign titled “True Grit” aimed at showcasing the multi-faceted capabilities of its product range and developing engagement programs in collaboration with applicator groups across painting, construction, woodworking and fabrication categories.

Surej Salim, Director & CCO, Digitally Inspired Media says, “CUMI is one of the largest and oldest conglomerates in India. Being a pioneer in its category and the vision the CUMI team has, got our team interested in working on the multi agency pitch. Winning this account and sustaining this business comes with its challenges. Strategic market research across key markets and countries is paramount to make deeper relationships with this target group and the CUMI team has been very helpful as partners to see this through. This account is a big win as digital transformation for a 67 year old giant keeps us excited and the potential to work on Integrated marketing campaigns is just the tip on the iceberg.”

The strategy component will be handled by the agency’s latest consulting outfit in Bangalore and the creative mandate will be serviced from the Chennai branch adding to their existing roster of clients including Kaleesuwari Refinery, Digi-Val, Star Sports South, Star Vijay Music, Parry Nutraceuticals, Franch NH+, Cardia Life, etc.


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