Orangina awards creative and media duties to Team Dentsu

By Ashwini Gangal , afaqs!, Mumbai | In Advertising | December 17, 2012
Dentsu Communications will handle the creative duties, while Dentsu Media will manage the media mandate for the beverage brand.

Beverage brand Orangina has concluded its creative and media pitches in Mumbai. Dentsu Communications has bagged the creative mandate, while Dentsu Media has won the media duties.

afaqs! had carried an exclusive report in September announcing the start of the evaluation process. The report also mentioned that the ad campaign for Orangina is scheduled to break early next year. While the media mix is slated to include most communication channels, there will be special focus on the digital medium and mobile apps.

Arijit Ray

The brand will be targeted at individuals in the 20-29 years age bracket, belonging to SEC A. The upcoming campaign will focus on cities with 4 million+ population.

Commenting on the current development, Avik Sanyal, chief operating officer, Suntory Narang, says, "We are confident of a successful launch of Orangina. Partnering with Dentsu will propel our communication and media strategy to build strong brand equity." Suntory Narang is a joint venture between Japanese conglomerate Suntory Group and the Mumbai-based Narang Group.

Arijit Ray, chief executive officer, Dentsu Communications, says, "Orangina is a great brand to have on the roster. We're looking forward to working closely with the Suntory Narang brand team to build a distinctive communication charter for Brand Orangina in India."

For the record, Brand Orangina was born in 1935. The first advertisement for Orangina was released in 1953. Created by Bernard Villemot, it was an image of a poster showing a sunshade made from an orange peel.

Since then, the orange zest (peel) has become the logo of the brand. All subsequent communication was based on this theme. In 2001, Orangina became a part of Cadbury Schweppes. In 2009, the Orangina Schweppes Group became a part of the Suntory Group.

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