MWG TAG lands dairy brand Namaste India in its kitty

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | January 18, 2011
The win for the agency comes after a multi-agency pitch which took place in early December.

McCann's second creative agency brand, MWG TAG Ideation has won the creative portfolio for the soon to-be-launched dairy brand of the Kanpur-based Namaste India Foods. The win comes after a multi-agency pitch, which happened in early December.

Says Himanshu Saxena, vice-president and general manager, MWG TAG Ideation, "At the outset, we were excited to see the entrepreneurial vision of the client team. Their eagerness to create a new paradigm, both for the product, as well as its advertising standards was quite infectious. Given the strength and uniqueness of the product and the advertising opportunities in the dairy category, the agency team is fully charged for the challenge."

This new business win comes close on the heels of the agency winning the creative duties for Zee News Network. With these additions, MWG TAG Ideation's Delhi office now has a wide client portfolio consisting of Videocon's mobile services, mobile handsets and consumer electronics and home appliances, Dish TV, Zee News, Ministry of Tourism and ESPN amongst others.

Says Manoj Gyanchandani, managing director, Namaste India Foods, "We want to realise our ambitions in the dairy business through superior and consistent product quality and aspirational brand image. We have got TAG on board to assist us with their specialised marketing skills and experience in branding."

With the launch of Namaste India Foods, the Rs 2,000 crore Rohit Surfactants (RSPL), owner of the much successful brand Ghari detergent, as well as XPERT dishwash bar and Venus toilet soap, has now set its sights on the fast growing dairy market. Initially, the brand would focus on milk and its variants, with plans to expand its dairy products business.

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