Exchange4media has learned that one of India's largest tile manufacturers, Kajaria Ceramics had recently called for a multi-agency pitch. After a three-month long pitch process, the brand has appointed Innocean India as its creative partner. The account was previously handled by an Ogilvy agency—82.5 Communications. Sources say 82.5 Communications, Crayons and a few other boutique agencies were part of the pitch.
The mandate is understood to cover Kajaria Ceramics’ mainline creative duties, including brand strategy and campaign development across platforms.
82.5 Communications confirmed to exchange4media that they are not working with Kajaria Ceramics anymore and also that they didn’t participate in the said pitch. 82.5 Communications, a WPP-owned agency, won the creative mandate for Kajaria Ceramics, in August 2023. The partnership then focused on advancing the ‘Desh ki Mitti’ campaign, featuring brand ambassadors Akshay Kumar and Ranveer Singh to highlight the brand's Indian roots and quality.
We didn’t receive a confirmation from the brand and Innocean India at the time of filing the story.
