New Delhi-based Oxygen Communications has won the creative duties of Neo Milk Products. The business was won after a multi-agency pitch held Delhi. The agency’s Delhi office will handle the account. The account size is pegged at Rs 15 crore for the first year.
Oxygen Delhi’s mandate is to provide integrated communication solutions for the brand, including mainline, below the line as well as digital.
“We found Oxygen’s understanding of the category, where branding and strategy play a big part, to be a major plus in this regard. Their meticulous, fresh, innovative and tailor-made approach convinced us that they were the people to partner with in our growth plans,” said Dinkar Suri, Director and President, Neo Milk Products.
Tarun Das, Creative Chairman, Oxygen added here, “While there was an imperative need of building brand visibility, there was a bigger, more pressing need of breaking the clutter. This category is not a high involvement one.”
The ad campaign is already in the media, with the radio jingle composed by Shantanu Moitra and sung by Monali Thakur. The aim of the campaign is to appeal to the masses and generate curiosity around the taste of the product: “Ghar Jaisa Taste”. The print campaign is supported by radio, BTL activities, in-store visibility efforts, merchandising in modern retail and general trade stores and sampling exercises among consumers.
Neo Milk Products is a five-year old company and in May 2012, Neo came under the umbrella of the leading private equity company Ambit Pragma, which helped Neo expand its horizon from its B2B business of sweet condensed milk to value-added dairy products.
The company currently has brands such as Neo Home Taste Dahi, Neo Probiotic+ Dahi, Neo Low Fat Dahi and Tristar Dahi, which are supplied to hotels, restaurants, canteens and local dairy outlets.
Oxygen Communications is managed by Tarun Das, Aniruddha Mukherjee and Sharad Phalgun. Some of its clients include Energetic, Conliva Oil, UHG, Claas and Sahara.