Dukes appoints TBWA, India, as its creative partner

By , agencyfaqs! | In Advertising | October 26, 2006
David was the incumbent agency

Dukes Foods, a

regional player in the biscuits, chocolates and confectionery categories for over two decades, has aligned its creative duties with TBWA, India. Media planning and buying will, however, continue to be looked after by MindShare.

The incumbent agency was David. The size of the business is worth more than Rs 8 crore.

With its head office in Hyderabad, Dukes now plans to set up a state of the art plant at Rudrapur in Uttaranchal, where it will produce its entire range of offerings. This will help it establish a broader footprint, which is in line with its current strategy of stepping up investments to generate consumer demand across the country in the next three years.

Looking at the competition in the market, Dukes planned to review its communications strategy for the promotion of its extensive and diverse product portfolio, following which it called for a pitch.

The multi-agency pitch involved Saatchi & Saatchi, Orchard Advertising and TBWA. Instead of the usual pitch presentation, TBWA took the client through its proprietary disruption process for setting a strategy.

"TBWA's expertise went beyond the conventional above-the-line and below-the-line modes of communication. The reason for which we zeroed in on TBWA was its ability to translate ideas into action," says Vikas Agarwal, director in charge, Dukes.

Kaustav Das, V-P, TBWA India, South, says, "We understand the ambitions of the client and it is great to know that they see an ideal partner in us. We are looking forward to working with them in creating a stronger stand in the marketplace for each of Dukes' focus categories."

For the record, Dukes has a presence in all biscuit segments, with brands such as Cream Magic, Marie Break, Munch Sweet Glucose, See Saw, Salt Kiss and Waffy Wafers. Its major chocolate brands include Big Bite, Meltz, Coffee Drive and Jadoo.

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