OMD India has been assigned the media duties for the entire portfolio of Ferrero Group, which includes Ferrero Rocher, Tic-Tac, Nutella and Kinder Joy. Starcom Worldwide was the incumbent agency. According to industry sources, media spend on the business is estimated at Rs 40 crore.
No official comments were available at the time of filing the report, however, industry sources close to the development have confirmed the win. Recently, the Group had assigned its creative duties to Grey India.
This win is the latest in the series of wins for OMD India that include Hindustan Pencils Ltd, Cotton World, Parryware Roca, Multi Screen Media, Diesel, and Danone.
It is learnt that the Group plans to strengthen the market presence for Kinder Joy.
In 2008, Tic-Tac had adopted a new tagline – ‘The new hello’ – repositioning the brand as a conversation starter. Prior to that, the brand’s initial communication focussed on the main benefit of freshness. The tagline of the brand then was ‘Natural Mint, Natural Flavors’. In India, Tic-Tac competes with brands like Polo, Chlormint, etc., in the mint confectionary market.
The confectionary market in India is now expanding as local subsidiaries of global confectionary majors like Cadbury, Perfetti Van Melle, Lotte and Wrigleys are swinging into action with new marketing strategies, backed by investment, to grab a larger share of this market.