afaqs!

Brand activation agency, PDM adds Dabur and Colgate to its kitty

By Rohit Nautiyal , afaqs!, New Delhi | In Advertising | July 06, 2010
The agency is busy conceptualizing on-ground activities for both the brands, which will be rolled out in the next few months

Following two multi-agency pitches, Percept D'Mark (PDM) has been appointed as one of the brand activation agencies for Dabur and Colgate. While the agency will handle activations across 32 cities pan India for three Dabur brands - Gulabari, Vatika (hair oil) and Oxybleach; it will organize product launches and conferences for Colgate.

The size of both the accounts could not be ascertained at the time of filing this report.

& #BANNER1 & #Confirming the development to afaqs!, Sanjay Shukla, national head, brand activations, PDM India, says, "Considering its vast product portfolio, usually, Dabur works with multiple brand activation agencies. We have been trying to forge an association with the brand for quite some time now, and finally got the opportunity."

He adds that over the years, FMCG companies have increased spends on below-the-line activities, to reach their target audience based out of tier 2 and 3 cities.

Recently, the agency also did a couple of multi-city activities for Toshiba laptops and Belkin, a player in connectivity solutions.

Currently, PDM handles brands such as Canon, VLCC, MasterCard, Apollo Tyres, L'Oreal Paris, Maybelline and Kingfisher. It is a retainer agency for L'Oreal Paris, Maybelline and MasterCard.