Zenith Optimedia Delhi has won the Cargill India business following a multi-agency pitch that was held in May. Cargill India is the owner of edible oil brands like Nature Fresh and Gemini. The account size has been pegged upwards of Rs 12 crore. Maxus is the incumbent agency. The creative duties are being handled by JWT.
The pitch process involved two rounds. The first round involved the participating agencies’ overall understanding of the brand, while the second round focused on the presentation. Names of the agencies that had taken part in the pitch couldn’t be ascertained at the time of filing the report.
Confirming the development, Manoj Lalwani, Group Product Manager, Cargill India, said, “The reason we awarded the business to Zenith Optimedia was because we weren’t satisfied with the service of Maxus. But we were really happy with the kind of detailing Zenith Optimedia did for our brand.”
He further said, “The business will be handled across 360-degree initiatives, including print, radio, TVC, OOH and the Internet. The campaigns will break in August.”
Satyajit Sen, MD-North & East, Zenith Optimedia India, said, “The brief we got from the client was to make a strategic presentation on the way forward for their brand. We will be handling the entire strategic planning and buying for their brands Nature Fresh and Gemini.”