The MP Birla Group has chosen Lodestar UM, part of IPG Mediabrands, to handle the media duties of its cement business. As a first step of its new branding exercise, MP Birla Cement has launched ‘Perfect’ as a premium Portland Pozzolana cement in Central India.

The MP Birla Group (established in 1919) has interests across cement, power & telecom cables, jute goods, healthcare, education, etc., operates its cement business under its flagship company, Birla Corporation, and its subsidiary Reliance Cement Company.

Birla Corporation recently acquired 100% shares of Reliance Cement Company, a subsidiary of Reliance Infrastructure, with its units spread across Madhya Pradesh, Uttar Pradesh and Maharashtra. With this acquisition, MP Birla Cement’s total manufacturing capacity has crossed 15 million tons across major markets of North, West, Central and Eastern India.

Speaking on the engagement, Sandip Ghose, Executive President – Sales, Marketing & Logistics, MP Birla Cement, said, “We are pleased to have a professional media agency, Lodestar UM, on board. We were impressed by their quick understanding of our marketing mission, a flexible and collaborative approach in developing a plan that meets our needs and priorities.”



Ghose added, “We look forward to Lodestar UM partner us on the new branding journey. We have very high expectations of Lodestar UM as well as confidence in its ability to make the difference along with our creative agency, Ogilvy and Mather.”

Nandini Dias, CEO, Lodestar UM, said, “This is a very major event in the life of MP Birla Cement and the stakes are high. The success of this launch will determine much of the future trajectory of the company. Lodestar UM, with its insights and solutions-led approach, will strive to create a strong differentiation in the market – cutting through the clutter and me-too media activities.”


Amongst Lodestar UM’s key clients are Coca-Cola, Samsung, Tata Motors, Johnson & Johnson, Mahindra, Whirlpool, CenturyPly, Amul, IndusInd Bank, ExxonMobil and VIP Industries, to name a few.