Marketing Featured South Asia

CUMI in India awards integrated marketing biz to Digitally Inspired Media

Chennai, India – Carborundum Universal Limited (CUMI), a global manufacturer and developer of abrasives and ceramics that is part of one of India’s largest conglomerate groups Murugappa Group, has recently appointed creative digital agency Digitally Inspired Media as its integrated marketing agency of record, following a multi-agency pitch.

CUMI is one of the five manufacturers in the world with fully integrated operations that include mining, fusioning, wind and hydro power stations, manufacturing, marketing and distribution. The company has subsidiaries in India, Russia, China, Australia, Thailand and South Africa.

The account win includes mandate across market research, social media marketing, communication planning, development of an upgraded global website, and management of marketing campaigns across digital media channels.

CUMI’s appointment of Digitally Inspired Media follows after CUMI has revealed a brand positioning campaign titled ‘True Grit; aimed at showcasing the multi-faceted capabilities of its product range and developing engagement programs in collaboration with applicator groups across painting, construction, woodworking, and fabrication categories.

For Ninad Gadgil, president at CUMI, he believes that their appointment of Digitally Inspired Media will help the company the achieve the goal of tapping the undisputable frontier of digital marketing, and they seek to harness the power of digital beyond its capabilities as a marketing channel to build deeper relationships with stakeholders across the board.

“At CUMI and Murugappa Group, we take great pride in being at the forefront of innovation and technology across multiple domains and industries. We aim to provide an equally cutting edge experience to our customers and believe Digitally Inspired Media possesses the strategic acumen and requisite experience to lead this transformation,” Gadgil stated.

Speaking about the appointment, Jeff Thomas, vice president for strategic planning at Digitally Inspired Media, commented that the company has always been steadfast in embarking on a focused digital – led marketing transformation displays not only on the company’s adaptive quality with changing tides but a mentality rooted in innovation that has been a crucial part of the company’s DNA.

“After rigorous discussions to understand CUMI’s business objectives and operations, the team was able to present an effective lineup of custom B2B initiatives with measurable outcomes that augment supply chains, increase brand salience and create direct marketing avenues at rationalized costs. We’re thrilled about this win and look forward to creating meaningful work in the days ahead,” Thomas stated.

Meanwhile, Surej Salim, director and CCO at Digitally Inspired Media, commented, “CUMI is one of the largest and oldest conglomerates in India. Being a pioneer in its category and the vision the CUMI team has, got our team interested in working on the multi agency pitch. Winning this account and sustaining this business comes with its challenges. 

He added, “Strategic market research across key markets and countries is paramount to make deeper relationships with this target group and the CUMI team has been very helpful as partners to see this through. This account is a big win as digital transformation for a 67 year old giant keeps us excited and the potential to work on Integrated marketing campaigns is just the tip on the iceberg.”