Viveat Susan Pinto
Media

ITC Foods reviews media biz; MEC, Lodestar, Interactions in the fray

The company is likely to spend Rs 20-25 crore this year, say industry sources

Bangalore-based ITC Foods has completed the pitch for its estimated Rs 20-25 crore media business. The account was put under review by the company a few weeks back.

The agencies in the fray for the business are Mediaedge:cia (MEC), Lodestar and Interactions, which is part of the Lintas Media group.

Interactions, for the uninitiated, handles the entire portfolio of ITC group including tobacco, food, lifestyle, agarbattis/matchboxes and greeting cards.

When contacted, Ravi Naware, divisional chief executive, ITC Limited – Foods Division, described the media development as a routine review conducted annually.

ITC Foods is on the growth path with the business represented in four categories including ready-to-eat food, staples, confectionery and snacks. It made its foray into the sector in August 2001 with the ready-to-eat ‘Kitchens of India’ brand.

This was followed by product launches in the staples, confectionery and snack food segments in 2002. Its Sunfeast range of biscuits was launched in July 2003, while ‘Aashirvaad’, which debuted in May 2002 as ready-to-use atta or flour, is a popular brand in the ready-to-use/eat and staples segments.

The company recently signed Shah Rukh Khan as brand ambassador for its entire Sunfeast range of snacks. According to media reports, the company is eyeing a turnover of Rs 500 crore by 2007. © 2005 agencyfaqs!

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