Bates Enterprise has bagged the creative duties for Canditi Foods. The company plans to launch a range of confectionery products - hard-boiled sweets, chocolates and candy. Agencies such as Span, SSC&B Lintas and Interact were also in the fray for the business.
The business is estimated to be worth Rs 5-6 crore.
Himanshu Lalwani, director, Canditi Foods, says, "Our plans are to enter the confectionery business in a big way. This market is loaded with many brands and is a largely unorganised market. It is a me-too kind of sector, where quality is highly compromised. Confectionery products mostly serve the purpose of providing 50 paise change. We wish to change all that and create brand loyalty for our products."
So what are the products? Soumnedu Das Gupta, senior brand manager, says, "We will launch a range of products for oral gratification, chocolates, mints and others. Our emphasis will be on quality and international packaging. We have asked the agency to ensure that our campaign and the other POS stand out of the clutter."
Alok Agrawal, executive vice-president, Bates Enterprise, says, "Canditi plans to launch a range of confectionery products in India. Our primary objective will be to assist it in launching the brand in the Indian market."
Canditi sees children aged between four and 16 years as its main target group. It will soon run a TVC campaign, initiate school contact programmes and other consumer related point of sale contacts.
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