Scarecrow Communications has won the creative mandate of the dairy business of Dharampal Satyapal Group (DS Group), following a multi-agency pitch. The agency will handle the entire dairy portfolio which includes Fresh Milk, UHT Milk, Ghee, Paneer, Khoya, Chhach, Dahi, Flavoured Milk, Dairy Whitener and other dairy products under the brands Ksheer and Dairymax.
Sunil Kumar Bansal, business head, DS Group - Dairy Division, says, "We are expanding our offerings in the Dairy segment by adding more value products to the portfolio. With the growing consumer product franchise, the creative partner plays a significant role in crafting a differentiated strategy for the brand, in the mind of the consumers. The creative approach presented by Scarecrow fit in well with our long-term strategy and vision for the business. We look forward to their active participation in this endeavour."
Arunava (Joy) Sengupta, founder-director, Scarecrow Communications, adds, "Turning a commodity into a brand is a great process to be part of, especially when the competition is with brands like Amul and Nestle. We are looking forward to some really exciting work as the opportunity is huge."
In 2011-2012, DS Group, the rapidly growing multi-diversified conglomerate, entered the dairy segment by acquiring a plant in Rajasthan. Desi Ghee and Skimmed Milk Powder were launched under the Dairymax brand. In 2013-14, the company launched value-added products such as UHT Milk, Cow Ghee, Dahi, Dairy Whitener, Dairy Creamer, Fresh Milk, Chhach, Paneer, Khoya and Flavoured Milk under a new brand - Ksheer.
The group developed an exclusive network for the dairy business. Ksheer is available in leading retail and modern store outlets. The first phase of the launch has covered Delhi NCR, Rajasthan, J&K, Haryana, East & North East, and the second phase will see the product availability in the western parts of the country. Subsequently, the company will expand its footprints to cover the entire country.
Scarecrow is one of the largest independent ad agencies handling brands like ITC, Reliance, Danone, Rupa, Emami, Zee Group, Viacom 18, Wagh Bakri, Voxpop, Hungama, Radio City, Religare, Mahindra, Anchor Panasonic and LocalBanya, to name a few.