Mindshare bags the media duties for Merino Group

Mindshare, the leading media agency in the country has added a new business to its client portfolio – the Merino Group. The mandate involves handling the media consulting and deployment duties across all mediums. The account will be handled out of the Mindshare Delhi office. Mindshare bagged the account without a pitch.

Commenting on the win, Ravi Rao, Leader, South Asia, Mindshare, said, “The win is the latest in a series of new account appointments for our Delhi office. We are really excited to have the opportunity to serve Merino. They have a great vision for the category and we believe we can do some game-changing work for the brand.”

The Merino Group, which has been around since 1968, deals in building-interior products, such as laminates, plyboards, ready doors, cubicles and acrylic counters for homes, offices, commercial and public areas. The company also owns the FMCG brand Vegit, which is into dehydrated potato flakes, instant snack mixes and subsequently diversified into farming, biotechnology and food processing.

On choosing Mindshare, Kamal K Mishra, Dy General Manager – Marketing, Merino Group, said, "To orchestrate the reach and delivery of our multimedia brand campaign, we were seeking a versatile and seasoned partner for media operations and Mindshare is a much-recommended name in the field. We are confident that they will handle the mandate very well and get us the right customer attention, and place our brand in the contexts most suited to the Merino brand personality, and profile.”

On the new win, Saket Sinha, Partner Client Leader – Mindshare, added, “Winning the Merino business is a moment of pride for Mindshare. Merino has bestowed their complete confidence in Mindshare’s capability and we are fully geared to choreograph the journey for the brand to meet its consumer.”