Mother Dairy is on the lookout for a creative partner for its frozen fruits and vegetables brand Safal. The account size is pegged at Rs 8 crore. Senior sources close to the development have confirmed the news. Mudra is the incumbent agency for Safal, while the rest of the Mother Dairy portfolio is being handled by Saatchi & Saatchi.
Quite a few creative agencies are reportedly in the fray for the business, however, their names couldn’t be ascertained at the time of filing this report. A final decision on the pitch is expected to be taken by the end of May.
The account is 360 degree comprising print, TVC, OOH, Internet and below the line activities.
However, when contacted, senior Mother Dairy officials denied that a creative pitch had been called for Safal and insisted that these were rumours doing the rounds in the market.