Godrej & Boyce moves from Mindshare to Starcom, Isobar will handle digitals

19 Sep,2017

By A Correspondent


Godrej & Boyce (G&B) has announced the appointment of Starcom Worldwide and Isobar India as its traditional and digital media agencies. The business moves from incumbent Mindshare after a comprehensive process that saw participation from eight other agencies. According to industry sources, the G&B media spends are estimated to be Rs 100 crore annually and the digital spends would be in the region of Rs 20-25 crore.


Speaking of the appointment, Animesh Bhartiya, Chief Communications Officer, Godrej & Boyce said, “G&B is going through an exciting phase. We are a diversified group with interests across 14 varied sectors. While on the one hand we collectively have to ensure each of our businesses are independently responding effectively to the needs of its customers and all other stakeholders, it is also imperative on the other, to understand how resources can be best optimised at a group level by leveraging combined effort and spends. In a rapidly evolving media landscape, we also need new and innovative practices and approaches to connect meaningfully with a new generation of consumers. We believe Starcom and Isobar have the necessary skillsets and attitude to bring fresh thinking to an organisation as varied as ours. Our teams are enthusiastic about the new partnerships. We are thankful to each of the agencies for their participation.”


Added Suruchi Trivedi, GM Corporate Marketing & Communications, Godrej & Boyce: “Our objective was to drive efficiencies by moving from a fragmented approach across the organisation to a more consolidated one. We developed a robust scientific process for the pitch ensuring that all the key parameters of evaluation are dovetailed into the same. After a rigorous analysis along with the key stakeholders from within the company, we unanimously decided that the pitch response from Starcom and Isobar best aligned with the organisation’s objectives. We now look forward to seeing this synergy come to life and deliver amazing results. We thank Triggerbridge who managed the pitch process for us.”


Said Mallikarjun Das, Group CEO, Starcom India: “It’s a privilege to partner with Godrej & Boyce, one of India’s leading corporate groups with their diversified business interests. Starcom will put in the best of ideas, talent and resources for Godrej & Boyce and help them forge new and greater connections with consumers.”


Commenting on the win, Shamsuddin Jasani, Managing Director, Isobar India, said:“Godrej is one of the most prestigious brands in India. We are honored and thrilled, that they have chosen us as their digital partners to help them in their digital transformation. We look forward to doing some great work together”.


Commenting on the appointment of media partners, S Yesudas, Managing Director and Co-founder, Triggerbridge, the marketing services consulting firm or unagency set up in late 2015, said: “Our objective was to ensure we help G&B bring the best agency partner on board. We congratulate Starcom Worldwide and Isobar for being chosen as the G&B media partners and we wish them the very best.”



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