FMCG major, Dabur India has called for a multi –agency pitch for the media planning and buying mandate of its entire portfolio. With the pitch, Dabur India has put its Rs 300-crore upwards account up for grabs. The pitch process slated to take place in Delhi is touted as one of the biggest media pitches of this year.
“Yes, Dabur is reviewing its media mandate with an intention to consolidate the same,” said a Dabur spokesperson confirming the news to exchange4media.
Maxus from the GroupM umbrella handles a large part of the account, while Dabur awarded the media planning mandate of some of its categories to Starcom MediaVest Group (SMG) in 2012.
Prior to this, the company's media planning mandate, across all categories, was consolidated with Maxus India, the agency won the entire media mandate in 2006.
SMG India handles the media planning for Dabur’s entire
portfolio of skin care, hair oils and home care products, whereas Maxus continues to handle the rest of the categories for Dabur India.
Dabur’s buying is currently done by in-house agency, Adbur.
The FMCG major is one of the larger spenders and is a highly respected leader in Ayurveda with a portfolio of over 250 herbal and Ayurvedic products.