Following a multi-agency pitch process, Maiya’s Beverages and Foods has appointed MediaCom India as its media partner. Industry sources peg the business in the vicinity Rs 25 to Rs 27 crore. The other agencies in the fray could not be ascertained at the time of the filing the report.
Speaking on the decision to award its business to MediaCom India, Maiya’s Beverages and Foods’ Director, Dr P Sadananda Maiya said, “MediaCom is a young company and we thought the team there had great understanding of how businesses can be built from scratch.”
Earlier this year, the corporate major had awarded its creative duties to Happy Creative in Bangalore.
Debraj Tripathy, MD, MediaCom India said, “It is a privilege to work with the most promising food company in the country… the pioneers of the ready-to-eat food industry in India. The team is excited and is looking forward to help grow the brand.”
Maiya’s is one of the fastest growing food companies in India. It began operations in 2010. The product portfolio encompasses instant mixes, spices and masalas savoury snacks, ready to eat and frozen foods. Frozen foods will be the major growth driver in the food processing industry. An investment of Rs 60 crore has been made for a plant spread over four acres that is currently producing instant ready mixes and masalas and will soon produce RTE foods. Maiyas have also identified another 18 acres for the second phase of expansion, where they would be investing Rs 40 crore in a plant which will produce frozen foods.
MediaCom India is known for its strategic thinking and innovative work and is one of the most awarded media agencies in India. They won the Grand Emvie in 2011 for the world’s first “Talking Newspaper”, an innovation that they did for Volkswagen. MediaCom swept the Digital display category at the Emvies 2012 winning all three medals in the category. MediaCom manages other blue chip businesses like Procter and Gamble, Volkswagen, Skoda, Audi, Dell, Shell, Wrigley, Piaggio and makemytrip.com among others.