Dabur India has announced consolidation of the entire media planning function of its Rs 1,400 crore Consumer Care Division with Maxus. The decision comes in the wake of a multi-agency pitch for the business and replaces the current arrangement where media planning was handled by the media wing of different creative agencies with estimated media spends in the range of Rs 150 crore. This is one of the largest media reorganisations that the industry has seen in recent years.
V S Sitaram, Executive Director, Consumer Care Division, Dabur India Ltd, said, "We were looking for a media planning agency who would partner us in our growth ambition. We have a diverse brand portfolio spanning healthcare, personal care and home care. Our target segments range from Sec A to R4 and from babies to senior citizens! After an exhaustive selection process, we felt that Maxus was best suited to our requirements. With Maxus we believe we can maximise ROI from our substantial media investment and ensure that Dabur brands creates more impact at all consumer touch points."
He further said, "We expect Maxus to sharpen our prioritisation of target consumer and markets and enable development and implementation of 360-degree plans."
Maxus will bring on board a team of 14 expert media planners, who will work seamlessly alongside Adbur, which is currently responsible for media buying for Dabur India.
Reacting to the win, CVL Srinivas, CEO Maxus, Asia Pacific, said, "Maxus is honoured and delighted to be appointed the single media planning agency by Dabur. We believe that it is in recognition of a great system we have built over the years in the area of communication planning. Maxus looks forward to partnering Dabur as they get set to scale greater heights."