FMCG major Dabur Foods Ltd has called for an activation pitch the ‘Gulabari Miss Fresh Face’ concept. The agencies have been invited to give presentations on how they could make the event, being carried out from Uttar Pradesh, successful. According to senior sources in the industry, Mirchi Activation and ART Events and Promotions are the two names that have been shortlisted by the brand and the account will be handed over in the first week of December.
The pageant is being organised to discover a fresh new face from Uttar Pradesh, a face that embodies the values of Dabur Gulabari.
Dabur Foods believes in appointing agencies who have regional experience when it comes to individual BTL activities and events. Overall, Dabur Gulabari has a business value of Rs 70 crore for the FMCG major.
Earlier, Gulabari Miss Fresh Face Hyderabad 2010 was organised in the month of August, which received an overwhelming response, according to the company officials.