Group M’s Motivator bags Duke’s packaged foods business in Chennai

Group M’s Motivator has won the media duties for the packaged food brand, Duke’s, in Chennai. The agency will now handle sub-brands such as Duke’s Big Bite (chocolate), Duke’s Munch (biscuits) and Duke’s Waffy (wafers).

The size of the business is estimated to be around Rs 3 crore.

Besides Motivator, the other agencies in the fray were Media Direction and Starcom.

The incumbent agency was MPG, which had been working on the account for the past eight months. The creative duties have been with rmg david, Chennai, since the past one year.

Subramanian Swaminathan, business director, Motivator, Chennai, says, “We displayed a 360-degree communication strategy, and the client really liked it. And the tools and techniques we offered were also a big plus point.”

A source at Ravi Foods (which owns the various brands of Duke’s biscuits) says that Motivator, because it is a Group M entity, has the advantage of a large network, which is what they were seeking.

The source said, “We wanted to be associated with MindShare initially, but as it was already handling a conflicting business, we called in Motivator.”

Incidentally, Motivator, which already exists in Mumbai and Delhi, was launched in Chennai only recently, and this is the first business the agency has bagged in this market. The communication mix for the new campaign will include television predominantly, followed by radio.

Duke’s is a biscuit, confectionary and wafer brand that is strong in South India, Maharashtra and Gujarat. It now plans to expand to other markets, and gradually enjoy a nationwide presence.

Recently, the entire brand was revamped, complete with a new logo.

Duke’s biscuit brands are owned by Ravi Foods, while the confectionary, chocolates and wafers are owned by Duke’s Consumer Care.

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