After an extensive review process, Dabur India Ltd has assigned its Media duties to Starcom MediaVest Group (SMG) with effect from July 1st,2015. SMG, One of the world’s largest media agency has bagged the account and become the first agency in the history of Dabur to have been appointed as the sole agency to handle all media planning and buying.
Historically Dabur’s strategy was to split media planning and buying across various agencies. This is one of the biggest media pitches of this year to have concluded, industry insiders indicate account size to be around Rs 400 crore.
The FMCG major is one of the larger spenders and is a highly respected leader in Ayurveda with a portfolio of over 250 herbal and Ayurvedic products.
K K Chutani, Executive Director – Marketing, Dabur India Ltd said, “Dabur has adopted a fresh approach to its media strategy with a focus on the younger generation and emphasis on use of digital media as a way to create the right impact. We are taking the big leap forward empowered by the strategies of Starcom MediaVest Group. It will henceforth exclusively handle all of Dabur’s multi-channel media activities. The consolidation of Dabur’s advertising under a single agency is expected to synergize media planning and catalyze Dabur’s thrust to reach the top."
"Dabur India Ltd was considering the consolidation of all media activities under a single umbrella agency and searching for a competent agency since last few months. SMG was one of the agencies under the scanner and after considerable amount of pitching, analysis and presentation by the top media agencies, we decided to confer exclusive media account to SMG. We are confident that in Starcom MediaVest Group we have found the right media partner." Chutani added.
Commenting on the win, Malli CR, CEO, SMG India said, “At SMG we are incredibly humbled to be entrusted with the Dabur media AOR and the iconic brands within the scope. The selection process has been comprehensive but incredibly energizing and the entire SMG team is excited to partner with Dabur to help deliver the business goals."
Prior to the pitch, Maxus from the GroupM umbrella handled a large part of the account, while Dabur awarded the media planning mandate of some of its categories to Starcom MediaVest Group (SMG) in 2012, which included Dabur’s entire portfolio of skin care, hair oils and home care products.