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Mother Dairy calls for creative pitch; account size pegged at Rs 15 cr

25-May-2009
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Mother Dairy calls for creative pitch; account size pegged at Rs 15 cr

Close on the heels of calling for a creative pitch for its frozen fruits and vegetables brand Safal, Mother Dairy has decided to review the creative business for its dairy and milk products as well. The account size is estimated to be around Rs 15 crore.

Saatchi & Saatchi is the incumbent agency, while Madison Media handles the media business of the entire portfolio of Mother Dairy.

No official confirmation was available at the time of filing the report, however, industry sources close to the developments have indicated that the business is definitely up for a review. It is also believed that the reason for a review of the business is due to the requirement of having multiple agencies on board. Thus, it is believed that the company may now have an empanelment of agencies for it milk and dairy business.

At present, Saatchi & Saatchi handles the milk and dairy business, while Mudra handles the Safal and the Dhara edible oil businesses under the Mother Dairy brand.

Mother Dairy Delhi was set up in 1974 under the Operation Flood programme. It is now a wholly-owned company of the National Dairy Development Board (NDDB). Mother Dairy is the market leader in the ice cream segment in Delhi and the NCR. The company has also strengthened its position in other markets such as Jaipur, Ludhiana, Amritsar, Jalandhar, Chandigarh, Mohali, Lucknow, and Kanpur, among others. In 2007, it expanded to Mumbai and Kolkata. With this, the company claims to have around 14 percent share of the total organised ice cream business.

(With additional inputs from Pallavi Goorha Kashyup)

Also read:

Mother Dairy calls for creative pitch for Brand Safal; account size pegged at Rs 8 cr

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