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be positive 24 adds Food Empire’s Melosa account to its kitty

19-July-2008
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be positive 24 adds Food Empire’s Melosa account to its kitty

Chennai-based creative agency be positive 24 has recently bagged the account of Melosa, the instant coffee and tea brand of Singapore-based food and beverage company Food Empire Holdings Ltd. Food Empire had launched its proprietary brand, Melosa 3-in-1 instant coffee and ice tea in Chennai in March 2008. In India, the brand is being marketed by Goodlife Industries.

The company had not called for any pitch and be positive 24 is the first agency that will be handling this brand for Food Empire in Chennai.

Sandeep Makam, Managing Partner, be positive 24, said, “The size of the account cannot be divulged as we are still in the process of deciding on the media mix for this brand. We will do various above the line and below the line activities for this brand.”

The TVC of Melosa is slated to break in August.

Abhishek D Shah, Managing Partner, be positive 24, said, “Through our creatives we will be conveying the convenience and taste of instant coffee / tea in India.”

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