The AOR for Tang, which was earlier being handled by Maximize, has now shifted to OMN (Optimal Media Network), an affiliate of TBWA\Anthem. The account is estimated to be around Rs.4 crores. The industry sources confirmed this development although the pitch result for Tang has not been formally announced.
Agencies like Carat, Maximize and OMN are said to have participated in the media strategy pitch for Tang. However, the account is finally being handed over to OMN. OMN has been on a winning spree lately. This has been the third win for the TBWA affiliate in the past couple of months. The latest wins for OMN have been Swatch and Yamaha.
Tang, the global powdered soft drink brand from Kraft Foods- a 100% subsidiary of Philip Morris's has tied up with Dabur Foods to distribute its orange flavored concentrate drink Tang in India. It has not been very long ago since Tang made its way in the Indian market through a formal distribution channel. Yet the drink has been present in the Indian marketplace for quite sometime through the gray market.