Mars Incorporated has completed the media pitch process in India that applied to all Mars companies including Mars Foods, Mars Chocolates, Mars Pet Care and Wrigley India. Following this, MediaCom India has been awarded the complete media mandate of Mars businesses in India. Mars officials have confirmed the development to exchange4media.
One of key triggers for the pitch process was to consolidate the media business with one agency. Prior to this, Mars Chocolates was with RK Swamy Media. Apart from RK Swamy, MEC India and Starcom MediaVest Group were also contesting in the pitch.
Industry sources peg the business in the vicinity of Rs 70 crore to Rs 80 crore.
Commenting on the win, Debraj Tripathy, MD, MediaCom India said, “Mars is a very special win for us. MediaCom handles the Mars-Wrigley business across 18 other countries in the world and we are looking forward to using learnings and insights from across these markets to help grow the business in India. They have very exciting brands and the team at MediaCom is all set to do some path breaking work on them.”
The pitch was led by Niti Kumar, National Director Insights, MediaCom India.
Mars Incorporated’s decision to acquire Wrigley in 2008 had seen its share of consolidated media reviews in various markets. In September 2012, a media review was kicked off in India too as part of a global initiative.
Between its various verticals including the acquired businesses, Mars Incorporated owns brands such as Mars, Snickers, Twix, M&M in the chocolate business, Orbit from the Wrigley side of the business and brands such as Pedigree, Royal Canin and Banfield Pet Hospital in the Petcare business. While Wrigley and Pedigree have been large spenders, it is understood that in the year ahead, Mars will up its spends on Mars Chocolates and Mars Foods in India.
Mars-Wrigley shop for media agency partner