Lodestar UM bags media mandate for Borosil

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

The well-known and iconic glassware company recently made a foray into the consumer products segment. In order to build its tableware vertical, the company recently bought the brand Larah and was looking to launch the brand nationally.

“Our task was find ways in media to build strong imagery and sheen for Larah. We focused on the ‘novelty seekers’ segment, who is the biggest influencers for women across India for the category,” said Deepak Netram, Senior Vice President, Lodestar UM.

The campaign strategy includes high impact domination and multimedia strategy for Larah across television, cinema, content and on-ground activation. A high-decibel multi-media campaign was launched last month and it is one of the most visible campaigns of the ongoing festive season.

Rituraj Sharma, VP - Consumer Products, Borosil Glass Works, added here, “It is impressive to see how Lodestar UM provides us most the optimal most strategic solutions. They have effectively used their 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 targeted markets.”