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Lowe Kolkata bags creative and media business of Amrit Group

By Khushboo Tanna , afaqs!, Mumbai | In Advertising | June 16, 2009
The Amrit Group was established in 1994 and is now venturing into dairy products

Lowe Kolkata has won the creative duties for the Amrit Group, which deals in manufacturing and production of animal feeds, poultry and dairy products. Lintas Media Group has been awarded the media duties. The account size is pegged at Rs 3-4 crore. Lowe Lintas won the account after a multi agency pitch which included two other agencies.

Lowe's immediate mandate will be to popularise the group's newly launched consumer food section. The first product to hit the market will be milk in pouch packets. Shantanu Dutta, deputy general manager, Amrit Group, says that after milk, the group plans to launch variants such as curd and paneer (cottage cheese).

Dutta adds that the milk brand will be launched in various phases around the country, beginning with Kolkata and followed by the rest of West Bengal and East India. The other products from the consumer food stable will be launched later this year.

& #BANNER1 & #DK Guha, senior vice-president and branch head, Lowe Kolkata, shares that this will be the first time that the group will advertise. Earlier, its target audience was the B2B market.

The Amrit Group was started in 1994 and its business ventures include breeding farms, hatcheries and processed food products.