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MediaCom wins the KDD India business

By afaqs! news bureau , afaqs!, Mumbai | In Media Planning & Buying | January 16, 2012
The business will be managed from MediaCom's Bengaluru office.

Mediacom

Anita Devraj Mookerjee

MediaCom has been assigned the media mandate for KDD India following a multi-agency pitch which involved around four agencies in all, as per sources. The business will be managed from MediaCom's Bengaluru office.

Anita Devraj Mookerjee, general manager, MediaCom Bengaluru, comments on the development. We look forward to partner a popular dairy brand in West Asia. "It was a very competitive playing field, and while the others may have concentrated on making a noise with traditional media, we took a different approach, and it was our innovative and differentiated thinking that set us apart."

The main competition for KDD in India comes from juice brands such as Real and Tropicana, which are backed by heavy ad spends. Hence, a clever way of advertising is the best advised route for KDD in the market. Mookerjee further adds that activation is the route which the brand has been advised to take by MediaCom, which should lead to disruption and hence, break clutter.

"We believe our product offering will add value to KDD India's business, and our knowledge in the category will be further enriched," she says.

Ad spends are pegged to be substantial, and in the vicinity of Rs 10-15 crore, according to industry sources. However, no confirmation on the figure could be obtained from the agency or the advertiser, at the time of filing the report.

For the record, KDD India is a part of KDD Kuwait, a manufacturer and distributor of food and beverage products in the Arabian Gulf. KDD is currently in the 50th year of its existence. Based in Kuwait, KDD is a closed shareholding company. The company has about 160 unique products under the dairy, juice, ice-cream, and culinary categories. They are sold across the Gulf and the Levant.

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