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Wipro consolidates media duties with Lodestar UM

Interactive Avenues has been appointed as digital agency for the entire consumer care segment of Wipro. The media account handed to Lodestar UM is estimated to be over Rs 250 crore

Wipro, the IT and FMCG giant, awarded a major part of its consumer care media business to Lodestar UM, after an extensive and exhaustive multi-agency pitch. Under the new arrangement, in addition to Santoor that consists over 70% of Wipro’s media spends, Lodestar UM will handle Chandrika and Enchanteur range of products.

Interactive Avenues also grabbed the digital duties for all the brands of Wipro’s consumer care segment, while Lodestar UM has bagged three major brands. The account size of the media duties is estimated to be more than Rs 250 crore, industry sources said.


Santoor, the flagship brand of Wipro Consumer Care, is the third largest selling soap in the country. The mandate includes sub-brands such as Santoor Moisturised Soft Skin, Santoor PureGlo, Santoor Baby, Santoor Hand and Body Lotion, etc. The mandate for Lodestar UM is to further consolidate Santoor’s market share across India.

Based on Chandrika’s equity and potential to grow, Wipro acquired marketing rights for Chandrika in 2004. 

Enchanteur, the female body brand with products including perfumes, deodorants, bar soap, lotion, shower gel and others, is looking to enter new markets. Hence Lodestar UM’s mandate is to help the brand grow the brand further.

Nandini Dias

Nandini Dias, CEO, Lodestar UM, said, “Wipro is one of our oldest clients and we have been handling the business for the last 25 years. We are truly delighted that in this next phase of growth, Wipro has chosen us to be its media partner.”

She added, “And over the years, LUM has become integral part of overall Wipro marketing team and the collaboration extends beyond media responsibilities.”

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