MUMBAI: Rediffusion Y&R has won the creative duties of East Indian cement brand Lafarge India, following a multi-agency pitch..

Ogilvy is the incumbent on the business.

TME-MPG Combine, the media arm of Rediffusion-Y&R, handles the media duties for the brand.

Lafarge India senior vice-president marketing Madhumita Basu said, "It‘s a challenging environment for the cement industry. We look forward to Rediffusion-Y&R bring in fresh ideas and market understanding that can help Lafarge India reach new heights."

The duties of the agency will include conceptualising ideas, creating a communication strategy and developing modules, designs and work plans to help Lafarge India enhance its communication.

Rediffusion-Y&R president D Rajappa said, "We look forward to building and developing the brand further in India and partner the company to achieve its marketing goals."

Lafarge has three products -- Lafarge Concreto, Lafarge Duraguard, and Lafarge PSC. The company also offers guidance to home builders through the Lafarge Home Building Centre.