Vaishnavi-Dentsu, a joint venture between Delhi-based Vaishnavi Corporate Communications and Dentsu Marcom, has been assigned the creative duties of Tata Tea Premium, the flagship brand of Tata Tea. The account is estimated at Rs 15 crore. Vivek Mathur, Vice-President, Marketing, Tata Tea, confirmed the news to exchange4media.com but refused to divulge any further details.
“We have been pitching along with Dentsu Marcom under the banner of Vaishnavi-Dentsu for sometime. Yes, we are excited about the Tata Tea account. We will follow a 360-degree strategy for Tata Tea Premium,” said Annu Kalra Trehan, Director, Strategic Solutions, Vaishnavi Corporate Communications.
The Tata Tea account, with Vaishnavi for the past two years, was recently brought under review. During a multi-agency pitch, Vaishnavi-Dentsu was selected to manage the entire advertising duties of Tata Tea Premium. The combine will work on the account out of Delhi.