MUMBAI: Grasim Industries has consolidated its cement business with Starcom. While, last year the agency was mandated with the media planning and buying for UltraTec Cement; it has now bagged the account for Birla Plus and Birla Super cements.
 

 
According to industry estimates, the Birla Plus and Birla Super cement accounts are collectively worth Rs 130 million.
 
 
Grasim Industries India cement business marketing head Shashank Awasthi says, "We have been associated with Starcom for the last one year on the UltraTec account and they brought great value for the brand in both planning and buying. Keeping this in mind, we decided to consolidate our entire cement business with them."
 
 
Commenting on the new account, Starcom India general manager investment and new initiatives Manish Porwal says, "The client was very happy with our strategic planning and buying on UltraTec Cement last year, which was quite critical to its launch. This was the reason why they decided to consolidate their entire cement business to us."