The MP Birla Group has chosen Lodestar UM, the mediaagency from IPG Mediabrands, to handle the media duties of its cement business.
The MP Birla Group operates its cement business under itsflagship company, Birla Corporation and its subsidiary Reliance Cement Company.
Birla Corporation recently acquired 100 per cent sharesof Reliance Cement Company, a subsidiary of Reliance Infrastructure, with itsunits spread across Madhya Pradesh, Uttar Pradesh and Maharashtra. With thisacquisition, MP Birla Cement’s total manufacturing capacity has crossed 15million tonnes across the major markets of North, West, Central and EasternIndia.
As a first step of its new branding exercise, MP BirlaCement has launched ‘Perfect’, a premium Portland Pozzolana Cement in CentralIndia.