Theme Ventures floats SME marketing cell

MUMBAI: Below-the-line marketing firm Theme Ventures has launched an SME marketing cell. To begin with, the division has inked a distribution and marketing deal with Delhi-based BCC cement and Kolkata-based Mahalaxmi TMT bar for establishing BCC‘s entire cement and TMT bar‘s distribution channel across Haryana, Rajasthan, Delhi, Bihar and Jharkhand.

For BCC cement, Theme Ventures aims to devise a massive rural marketing drive attempting to penetrate into small towns and kasbas across Haryana, Punjab and Rajasthan to encash on the growing demand for cement for housing as opposed to the traditional mud hut concept.
Meanwhile, the company has already begun appointing retailers for BCC cement and Mahalaxmi and is managing its day to day sales operations.

Says Theme Ventures CEO Rajan Guha, "We hold a mandate to establish micro-level distribution for both the brands at small towns, villages and kasbas. These mid size brands are fighting for market share amidst established biggies who however have not made an attempt to go to town with one lakh population." 
The launch strategy of both these infrastructure product brands is two fold: First, penetration and second, outreach.

Theme Ventures has started appointing dealers of TMT bars and cements across the smaller towns. Alongside, Theme Ventures has started tying up with panchayat pradhans in different villages to make them recommend cement as an alternate to mud brick houses.

In the meantime, BCC cement shall provide Theme Ventures a couple of mobile vans with audio visual and trained housing construction experts to visit every village where it has appointed dealers to advice villagers on usage of cement and make them understand the difference between various qualities of cement. 
Additionally, an extensive shop level visual merchandising programme has been devised for both BCC cement and Mahalaxmi across North India and Bihar, West Bengal and Jharkhand based on the footprint of the respective brands.

Said Guha, " Distribution and channel sales is a very complicated affair . Its also the nerve center for product marketing. With manpower cost spiraling, regional SMEs are finding it extremely difficult to retain and procure specialized distribution professionals. Theme Ventures is trying to fill in this void with a large pool of high quality trained professionals on its payroll, to set up and manage the day to day micro level product distribution for various companies across the country."

Latest Reads
Levi's hands over media duties to OMD

MUMBAI: Following a comprehensive market review, Levi’s has appointed OMD India to handle its media duties from its Bengaluru office.

MAM Marketing MAM
Dentsu Webchutney to handle creative for Goomo

MUMBAI: Dentsu Webchutney, the digital agency from Dentsu Aegis network, has been assigned as the lead creative agency for, an omnichannel, travel-tech company that operates across consumer, corporate and B2B segments. The account will be managed by Dentsu Webchutney’s Mumbai office.

MAM Marketing MAM
Festival of Bharat to cast the spotlight on India

MUMBAI: History repeats itself but this time there’s a twist. A London-based investor and indophile is spellbound by India but he’s got better plans. Cory Bixler has co-founded a festival that celebrates and aims to promote India’s culture to the world - The Festival of Bharat (FoB).

MAM Media and Advertising Event Agencies
Britannia NutriChoice promotes healthy food choices

MUMBAI: Health is tough and requires a lot of sacrifice. This is the perception that deters most people from adopting a healthier lifestyle. In its new TVC campaign, Britannia NutriChoice Digestive puts forth a refreshing new point of view that when you start on your health journey, while the...

MAM Marketing MAM
Soho Square wins creative mandate for Medlife

MUMBAI: Soho Square Bangalore has won the creative mandate for MedLife, the healthcare app. The agency has been awarded the reins of the account in the aftermath of a competitive multi-agency pitch. Soho Square will now partner with MedLife on a journey to simplify healthcare by making the entire...

MAM Marketing MAM
Telangana govt & Oyo team up for hospitality development

The Telangana government and hospitality company Oyo have announced their intent to collaborate to develop the hospitality ecosystem in the state. Oyo’s new tech development centre was inaugurated by Telangana minister for IT, electronics and communications K Taraka Rama Rao.

MAM Marketing MAM
MullenLowe Media Mub comes to India as Lintas MediaHub

MUMBAI: MullenLowe Mediahub from MullenLowe Group has entered India and will operate as a division of MullenLowe Lintas Group’s omnichannel agency, PointNine Lintas. Lintas Mediahub is being launched as a full-service media offering for a digitised world.

MAM Marketing Brands
Harish Shriyan elevated as Omnicom Media Group CEO

MUMBAI: Omnicom Media Group India COO Harish Shriyan has been elevated as chief executive officer. In his latest capacity, Shriyan will now be in charge of the performance of the group’s four offices in the country and will drive the company’s expansion process to meet the demands of new growth.

MAM Marketing Brands
Nestle retains Zenith as AOR

MUMBAI: Nestlé India has retained Zenith as the AOR (agency of record) for its media business. Recently, Nestle also consolidated its nutrition digital marketing business with Zenith and DigitasLBi.

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories