MUMBAI: Platinum Media, a part of Madison Media Group has started 2014 with a bang by winning the account of Lafarge India in Kolkata in a multi-agency pitch.

The other agencies that participated in the pitch are Mindshare, Dentsu and the incumbent agency Havas. Lafarge’s media spend is estimated to be pretty sizeable and will grow substantially over the next year looking at its expanded market in North India. The account will be handled out of the Kolkata office.

Platinum Media CEO Basabdatta Chowdhuri said, “We are delighted with this new win and are confident that we can add strategic value in making the Lafarge brand, a household name across the country.”

Lafarge India is headquartered in Mumbai and is a leading player in the building materials space with brands across the product spectrum – Lafarge Concreto, a premium slag cement that is packaged in a unique AdStar packaging; Lafarge PSC, with the best quality slag sourced from one of the global leaders in steel production; and Lafarge Duraguard, a fly-ash based PPC (Portland Pozzolana cement) that improves durability in construction with an unique blending process called Void Reduction Technology (VRT). Lafarge has been in the Indian market for close to 15 years and operates in Cement, Aggregates and Concrete business.

Lafarge India asst VP Aniruddha Sinha, said, “Madison Media has extensive understanding of the Indian media scenario and their approach and innovative media solutions will enable us to drive impactful media presence across our audience segments.  ”