COVID-19 delays Dabur pitch verdict

Two agencies are believed to be shortlisted for the account that is estimated to be around Rs 600 crore

e4m by Naziya Alvi Rahman
Updated: Sep 8, 2020 8:19 AM

Dabur, one of the leading FMCG companies of India, had called for a media pitch sometime in late 2019. A year later, the pitch verdict is still awaited. While there are strong speculations around two leading agencies that have been shortlisted for traditional and digital duties, the process is still believed to be stuck in paper work.

Going by reliable industry sources, the FMCG giant has decided to split its account and is expected to pick up two different agencies for traditional and digital duties. 

Since 2015, Dabur has assigned its media duties to Publicis’s Starcom. It was the first agency in the history of Dabur to have been named as an exclusive, single agency to handle all media planning and buying. Historically, Dabur’s strategy was to split media planning and buying across various agencies. After a five-year-long span, the FMCG is expected to go back to its older practice. 

“It is believed that the FMCG company has decided to retain its traditional duties with its existing agency wherein the digital is expected to go to another leading agency. Dabur’s account size for traditional media spends is estimated to be around Rs 500 crore while digital accounts for Rs 80 crore to Rs 100 crore,” the source added. 

exchange4media reached out to all the stakeholders for their reaction but did not receive any until the filing of the story.

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