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Grey assigned creative mandate for Kwality Dairy

13-September-2010
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Grey assigned creative mandate for Kwality Dairy

Grey Worldwide India has added the Kwality Dairy India Ltd (KDIL) account to its kitty. The win follows a multi-agency pitch that had seen the participation of Euro RSCG, Law & Kenneth, Lowe Lintas, and McCann Erickson, besides Grey.

Reacting to the win, Ketan Desai, Branch Head, Grey Worldwide, India, said, “We feel absolutely thrilled about winning this business. It is our second win this month following the Intex win. Kwality has a big line-up of new and innovative products, and we are eager to partner them in making it a big national brand. I think we got this business on the strength of our strategic thinking and the passion we demonstrated at the pitch.”

The account size could not be ascertained at the time of filing the report. Desai added, “It is not truly a 360 degree approach, however, we will be giving inputs on things like retail solutions and shopper marketing on a need basis.”

On the reason for choosing Grey, Varun Mahajan, Marketing Manager, KDIL, said, “We at Kwality Dairy India Ltd believe in connecting to the masses by being a part of them, and we feel that Grey can get us that edge. Grey won over others in the competition primarily due to the reason that they think out of the box. A good communicator (both an organisation and a person) is one who stays connected with the people, and we think that Grey is the right choice to take us ahead in our journey. With its wide experience and the ability to give a personal touch, we feel Grey was the most pertinent choice of all the competitors.”

Kwality Dairy is a public listed company owned and controlled by energetic enthusiastic and young entrepreneurs. The plant at KDIL manufactures skimmed milk powder (SMP), whole milk powder (WMP), partly skimmed milk powder (PSMP), dairy whitener, desi ghee, white butter, curd, butter milk, yogurt and other milk products.

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