Dabur Foods has called for a pitch to review the creative duties for four of its brands – Real, Activ, Coolers and Mango Twist. The size of the business is pegged upwards of Rs 10 crore. It is learnt that six agencies are in the fray for the business, including Contract, FCB Ulka, M&C Saatchi, Mudra and Law & Kenneth. The name of the sixth agency could not be ascertained.
The idea behind calling for this pitch is to consolidate the business. The brands have been divided into two categories – the first one includes Activ and Coolers, while the second one includes Real and Mango Twist. Currently, four agencies are handling these four brands, but now the mandate is to reduce the agencies to probably two.
A decision on this is likely to happen soon.
Meanwhile, Dabur India had recently called for a pitch to review its media duties. The current agencies on roster include Optimum Media Solutions (OMS), Maxus, MPG, Universal McCann and Initiative. A decision on this is still awaited.
Dabur Foods Ltd is a wholly owned subsidiary of Dabur India Ltd. It operates on the naturals platform with a product portfolio consisting mainly of packaged fruit juices, cooking pastes, sauces and items for institutional food purchases. As reported by exchange4media earlier, Dabur Foods has chalked out a growth strategy to achieve a Rs 500 crore turnover by 2010.
Dabur Foods unveils growth strategy, eyes Rs 500 crore turnover by 2010