The world's one of the largest oilseed processors, Bunge has entrusted Lintas India's Integrated Action Group (IMAG) with the responsibilities of re-launching Dalda Vanaspati brand.
The $22-billion-plus New York-based agri-business major acquired the brand from Hindustan Lever Limited in 2003, along with the latter's edible oil and fats business in India and Nepal.
Now, that the group is focusing on rebuilding the famed brand, Bunge has contracted with IMAG to provide not alone advertising, but complete marketing and communication solutions. Spearheaded by Linterland - IMAG's rural communication division, Dalda will also be using the services of LinOpinion (for PR, Advent for conferences and launch and Lowe Personal for direct marketing and CRM). "All IMAG units will be available to Dalda and will work in close co-ordination with the marketing department of the client," says Ashish Bhasin, Director, IMAG, Lintas India.
IMAG comprises Linterland (9000-unit strong Rural Communications Network), Lowe Personal (DM & CRM), Lin Opinion (PR), Advent (Events), d-Cell (Design), Lintertainment (Entertainment Marketing), Lowe Healthcare (Healthcare advertising) and Aaren Initiative (Outdoor).
Calling the estimated Rs 20-25-crore account a prestigious win, Bhasin says: "IMAG is proud to be a part of the Dalda team that will create history with a re-launch. I have never before seen such an exhaustive and systematic integrated marketing exercise in India."
To work out strategies for the re-launch, Linterland will be conducting a consumer contact programme in 400 towns, while LinOpinion will be working to dispel the myth that Dalda is bad for health. On the other hand, Advent will be handling the mega, multi-city launch and Lowe Personal will be working on a programme to set up a relationship with the consumer, explains Bhasin. "My compliment to Bunge goes for having the vision that marketing communications means a lot more than just mass advertising. IMAG is committed to making the Dalda brand hugely successful" he adds.