Mindshare to handle media for laminates major Merino Group

Media spends pegged at around Rs 20 crores

Nov 09, 2012 02:14:00 PM | Article | Campaign India Team

Merino Group, a first time advertiser, has appointed Mindshare to handle its media duties. The mandate involves handling the media consulting and deployment duties across mediums. The agency’s Delhi office will handle the business. Mindshare bagged the account without a pitch, according to an agency statement.

The Merino Group, which started with plywood interior solutions in 1974, is now billed as India’s largest manufacturer and exporter of laminates. It currently has a presence in agro business and IT services, besides interior solutions.

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.”

On choosing Mindshare, Kamal K Mishra, deputy 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.”