MUMBAI: Lodestar Media has won the Rs 50 million media duties of the Sapat Group of Companies. The company has diversified businesses in tea, pharmaceuticals, real estate and information technology.
 
 
Citing the reason for awarding their media duties to Lodestar, Sapat Group director international operations Nikhil Joshi says, "We did an assessment and found that Lodestar had a better fit with us and our brand proposition and hence we decided to entrust them with our media business."

Joshi also informs that major expansion plans were underway at the company and to support that a new television centric campaign was being planned coupled with a few other activities.

 
 
Speaking about the win, Lodestar and Interface Media's national media director Nandini Dias says, "We were called to make a presentation to the company, after which we won the account. I believe we gave a sound presentation and am very happy to have won this account."

 
 
The new television campaign, which has been done by TBWA Anthem, will be rolled out soon, Joshi informs. "A large part of the creative effort was also contributed by Prahlad Kakkar, who has shot the ad and Sunil Alagh, who provided us with value adds for our brand proposition," he says.

The creative duties of Sapat, which are at present handled by TBWA are also under reviewal and the company will kickstart the process of finding a new creative partner once the campaign is underway.