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AB Mauri zeros in on Rediffusion DYR following pitch involving 23 agencies

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AB Mauri zeros in on Rediffusion DYR following pitch involving 23 agencies

AB Mauri India Pvt. Ltd, a division of Associated British Foods (ABF) Plc, UK, has awarded the creative duties for its ‘Bread for Life’ campaign to Rediffusion DYR Chennai. The high-voltage pitch saw the participation of 23 agencies from across the country. The size of the business is estimated to be in the region of Rs 3 crore. GCI, the PR division of Grey Group, will handle the public relations.

“We invited agencies to design and create an ad campaign to promote the goodness of bread in India. It was an exciting phase as rarely have agencies focused on bread previously. We zeroed in on four agencies and finally went ahead with Rediffusion DYR,” said Binu Varghese, Director-Marketing and Business Development, South and West Asia, AB Mauri.

“Rediffusion DYR has showed great understanding of the purpose of the campaign and we identified very well with the commitment levels that they showed. We hope to unleash and roll out a campaign that the entire baking and bread industry will be proud of and the consumers will benefit,” Varghese added.

Rediffusion DYR Chennai is very excited about being involved with India’s first national bread promotion campaign. “Our capability and therefore approach was a 360-degree one that involved identifying a right strategy, supporting it with creative renditions and also devising an overall plan of action that, we hope, will make bread an exciting alternative to other grain staples. We now look forward to executing the campaign,” said an official from Rediffusion DYR Chennai.

Formed in November 2004 as a new operating division of ABF, AB Mauri is a leading supplier of bakery ingredients and yeast in India. Since its inception in India, it clientele included Britannia, Nestle, Cremica, Bonn Foods and food chains like Pizza Hut, McDonalds, MTR and Café Coffee Day, among others. AB Mauri has its global headquarters in the UK and operates in 40 manufacturing locations in 24 countries, with a strong distribution network in 86 countries. The company’s total sales turnover is $ 800 million.


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Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.