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ITC scouts for creative partner for upcoming chewing gum brand

By Ashwini Gangal , afaqs!, Mumbai | In Advertising | July 05, 2011
The pitch process is currently underway in Bengaluru.

The multi-business conglomerate ITC, is looking for an advertising agency for its upcoming venture in the foods department. Although an official confirmation could not be sourced from ITC, sources inform afaqs! that the product is a new brand in the company's confectionery division. Sources go on to claim that the product is a chewing gum brand.

Initiated around a couple of weeks back, the pitch is currently underway in Bengaluru. Around five-to-six leading creative agencies are part of the pitch process, currently. Sources also inform that the first brief has already been given to these agencies.

The brand is yet to be named and is scheduled to hit markets a few months from now. The pitch result is expected in a month's time or so.

Currently, Law & Kenneth handles the creative duties for ITC's Vivel soaps and the Fiama Di Wills range of soaps, gels and shampoos, while Mudra handles communication for Vivel shampoo. Optima (Chennai) has also worked on communication for Vivel's soaps in the recent past.

Meridian handles the soap brand Superia. Communication for confectionery products Mint-O Fresh and Sunfeast cookies is being handled by Draftfcb Ulka.

Ads for instant noodles offering from Sunfeast -- Yippee Noodles -- and the popular chips brand -- Bingo -- are being handled by Ogilvy India.

The media mandate for the ITC account currently lies with Madison. The agency handles the entire ITC portfolio, across all verticals.

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