Leo Burnett has won the integrated communication mandate for the entire product portfolio of General Mills following a multi-agency pitch. The incumbent agency on the account is BBDO India. Leo Burnett was instrumental in launching the Pillsbury brand in India in early 2000.
On the decision to choose Leo Burnett as the creative partner, Salil Murthy, marketing director, General Mills India, says, "To get the right creative partners on board is an important first step in realising our growth potential in India. There is incredible opportunity for us as Indian consumers are increasingly opting for better quality food products that make their lives healthier, easier and richer. Our products across Pillsbury Atta, cake mixes, chocolate spreads and RTC food mixes provide great taste and convenience in cooking, with our unique quick and easy to prepare food solutions."
Talking about the company's future plans, Murthy further adds, "We intend to expand our product portfolio and back that with strategic communication to truly win with consumers. Leo Burnett is best placed with capabilities across the communication spectrum to deliver that and we hope to see some exciting integrated work."
Commenting on the win, Saurabh Varma, CEO - South Asia, Leo Burnett, adds, "In the era of changing consumer trends and lifestyles, we have a clear mandate to redefine the purpose for General Mills and boost consumer preference and loyalty for all their brands, namely, Pillsbury, Nature Valley, Betty Crocker and others. Our team is eager to partner the company and create some magic for their brands through our HumanKind approach across ATL, digital, retail, activation and shopper."