multi-agency pitch which had 10 agencies in the fray, Mumbai-based Ashutosh Legend Multimedia has bagged the advertising and marketing communication duties for UP-based Parag Milk. The business is estimated to be a medium-sized one.
The agency was briefed to come up with a simple idea and be direct in its communication approach.
According to the spokesman from Parag Milk, the agency was aware of consumer behaviour in the UP market. The spokesman says, "In addition, the agency also had the experience of handling a dairy brand in Maharashtra."
Parag Milk wants to make its brand more visible in Uttar Pradesh, given the fact that more players, such as Reliance, are coming in. Parag has a product portfolio comprising ghee, cheese, butter, curd, buttermilk and other byproducts of milk. The dairy brand from UP wishes to enhance its market share and create a pan-India brand equity and presence. It is also looking at upping brand loyalty.
As per the advertising strategy, apart from using mass media platforms such as print and television, alternative media such as Out Of Home will also be used extensively.
In recent times, Parag had not deployed any agency. FCB Ulka was the last agency to work with it five-six years back.
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