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dentsu X India nabs Roca Parryware’s media duties

Jean Cabico - March 30, 2021

India – Dentsu international’s media agency arm dentsu X India has been appointed by Roca Bathroom Products Private Limited (RBPPL), also known as Roca Parryware, the subsidiary of Roca India that produces bathroom products, to be its strategic media partner.

The appointment will see dentsu X leading RBPPL’s media strategy, planning, and buying for the entire portfolio of both brands – Roca India and Roca Parryware.

Sharing on how the company landed the decision, KE Ranganathan, the managing director of Roca Parryware, said that the company was impressed by dentsu X India’s understanding of their target audience and the bathroom space, and that the company believes their proprietary tools and strategy will help them optimize each platform and enhance their reach. 

“Our company is back to healthy double-digit revenue growth since October 2020. Looking into the year ahead, there is huge optimism to sustain and grow even higher. To drive this growth momentum we are embarking on a focused brand campaign through mass media for our power brands – Roca and Parryware. While these two brands enjoy high brand recall among our customers, it is important for us to continue to stay on top-of-the-mind and embed relevant brand attributes. With this agenda, we looked towards dentsu X for a solution,” added Ranganathan.

Meanwhile, Divya Karani, the chief executive officer of dentsu X India, commented, “We are delighted to be the strategic media partners to Roca Parryware. We look forward to partnering them in scaling new heights.”