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Dilmah Tea scouts for ad agency in India

09-March-2004
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Dilmah Tea scouts for ad agency in India

The Sri Lankan brand of Dilmah Tea is looking for a new advertising agency in India.

Having appointed St Luke's advertising in the past, the estimated Rs 4-crore account is now being reviewed by the company, which has been distributing its brand through Dabur Foods.

Mr Tommy Joseph, Country Manager (India), said, "We have not had a full-fledged agency so far in India. St Luke's was simply doing some creatives for us. We will be reviewing the creative account this year and there is expected to a new pitch happening for the account.''

While its media buying account will continue with Carat, Dilmah so far has restricted its advertising to print and there has yet to be a TVC developed for the brand in India.

Carrying the baseline, `Ceylon's freshest and finest tea', Dilmah has been in the Indian market for the past two years, slowly launching its Ceylon Gold Leaf tea brand.

"We realise the need to have a new campaign and have kept all our options open," Mr Joseph added. Dilmah Tea had seen a gap in its distribution just before it switched to Dabur Foods.

Mr Joseph said, "Basically we have been test marketing the brand in India and are yet to go national. We are rolling out the Dilmah brand in a phased manner and intend creating a new and different market.''

With a range of flavoured teas in lemon, peach, mint and cherry, Dilmah aims to create a niche clientele. "We are not going to be a mass brand and will be restricting out distribution to some of the top-end outlets and hotels.''

Dilmah will not be compromising on prices for the Indian market and will be offering its teas at the same price parity across the world. It is currently available in 90 countries.

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