David, Mindshare, bag Kraft Foods

David, Mumbai, has bagged the creative duties for Kraft Foods. The media duties have gone to Group M’s MindShare. The Kraft brand has returned to India after three years. It was earlier handled by O&M. Industry sources estimate the size of the business to be around Rs 5-6 crore.

Kumar Subramaniam, president, David, tells agencyfaqs!, “We shared David’s credentials and philosophy, which we think the client liked. Also, we displayed a keen understanding of the way the Indian consumer and market are evolving and broadly showed the way forward for the brand. Through our presentation, we pointed out ways in which Kraft Foods can make the most potent connect with the Indian consumer.”

The media mix for the campaign in India will include television, press, outdoor and, as the agency emphasises, ground-level activities.

For the record, Kraft Foods originated in 1903; its founder, JL Kraft, started out by selling cheese from a horse-drawn wagon. Currently, Kraft Foods is into a variety of categories, including beverages (coffee, refreshment beverages), cheese and dairy products, snacks (confectionery, salty snacks, biscuits), convenient meals and grocery (desserts, enhancers, including dressings and spreads, cereals).

Kraft Foods is particularly known for its cheese brands, Philadelphia, Kraft, Cheez Whiz and Dairylea.

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