National Dairy Development Board-owned Mother Dairy's search for a custodian of its media responsibilities is over. Following a multi-agency pitch, the company has decided to partner with MPG India to take care of its media duties. The account is pegged at Rs 25 crore. The other agencies in the fray were Zenith Media, OMS, Starcom and Madison.
The activity has come as a result of Mother Dairy’s plans to extend its business out of the country’s capital. The two-stage media pitch was called almost a month back wherein the five agencies made their respective presentations. The two agencies to make it to the final round were MPG and Madison. Explaning why did the dice roll out in MPG’s favour, Paul Thachil, CEO, Mother Dairy explains, “In the growth phase that we are in, MPG was a better fit. We looked at various parameters that would be in the interest of our business and we realised that the agency would give us the kind of attention that we are looking for right now.”
Adding further to that, he says, “Madison is an outstanding agency. Their track record proves that. But MPG’s understanding of our business and what we are looking at made them the obvious choice.”
On its part, the agency is exhilarated. V Ramani, CEO, MPG, South Asia remarks, “This win completes the FMCG gambit for MPG. Otherwise we were seen more of a technology oriented brand agency. With Reckitt Benckiser, LG Care and now Mother Dairy, that perception is significantly affected and I see our Delhi office getting a whole new dimension with this win.”
Speaking more about the client he says, “Even in the short experience we have with Mother Dairy as yet, has been a delightful one. They are clients with big picture plans. They are looking at entering lots of new markets and there is a lot of work that will be happening here.”
First run on the site at 4 PM on April 22, 2004