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Lodestar UM bags Borosil account

MUMBAI: Borosil Glass Works, which makes premium glassware and microwavable kitchenware products, has appointed Lodestar UM as its media agency.

The glassware company recently made a foray into the consumer products segment. In order to build its tableware vertical, the company recently bought the brand Larah and is looking to launch the brand nationally.

“Our task was find ways in media to build strong imagery and sheen for Larah. We focused on the ‘novelty seekers’ segment which constitutes the biggest influencers for women across India for the category,” said Lodestar UM senior VP Deepak Netram.

The campaign strategy includes high impact domination and multimedia strategy for Larah across television, cinema, content and on-ground activation. A high-decibel multimedia campaign was launched last month and it is one of the most visible campaigns in the on-going festive season.

Borosil Glass Works VP consumer products Rituraj Sharma said, “It is impressive to see how Lodestar UM provides us most the optimal most strategic solutions. They have effectively used their proprietary strategic tools to reach out to the right target audience. It has given our campaign the right impact and huge visibility in the targeted markets.”