Top Story

e4m_logo.png

Home >> Media - Others >> Article

Mother Dairy’s 10 crore media account up for grabs

08-March-2004
Font Size   16
Mother Dairy’s 10 crore media account up for grabs

Confirmed sources reveal that Mother Dairy is on the lookout for a media partner for three brands - Mother Dairy, Safal and Dhara. The account-size is estimated to be worth Rs. 10 crore and there are around six agencies in the fray.

Mother Dairy was in the news in August 2003, when the creative responsibility of the entire Mother Dairy product portfolio was transferred to Saatchi & Saatchi. At the time, the four-way pitch included Lowe, Contract Advertising and JWT. The account was earlier with Interface, the sister concern of FCB Ulka and the basket comprised Mother Dairy milk, flavored milk, ice cream, butter, curd, lassi (buttermilk) and paneer (cottage cheese) . The creative account of Safal is currently handled by Interact Vision and Dhara is with Mudra Communications.

As a step to enhance its equity and communication, Mother Dairy has been making a conscious effort to tie-up with various state federations. Kerala Cooperative Milk Marketing Federation (Milma) has already tied up with Mother Dairy Foods to promote Milma milk and its milk-based products. It is being done through a joint venture company called Mother Foods, in which Mother Dairy holds 51 per cent stake, while Milma holds the rest of the equity. Milma is responsible for the procurement, processing and packaging of milk and milk products in the state, while the joint venture company is in charge of marketing these products.

Tags

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Shaan Raza, Deputy Managing Director, Optimise, spoke to exchange4media about their journey since inception and their new technology, TrackingX, which they are planning to launch in India by February...

Meanwhile, Radio City and Radio Mirchi ruled Bangalore and Kolkata respectively

The Indian out-of-home advertising company selects Edge1's ERP software platform to automate their OOH business