Dabur Foods to be shared by Law & Kenneth and Lowe

Dabur Foods, which was in the midst of reviewing creative duties for its brands Real, Real Activ and Coolers, has divided them between Law & Kenneth and Lowe.

While Law & Kenneth will handle Real Activ and Coolers, Real will be in the custody of Lowe. The creative duties for Mango Twist – another Dabur Foods’ brand which was under review – have not yet been decided upon.

It is learnt through industry sources that the size of the business is around Rs 10-11 crore. The pitch saw five-six agencies in the fray, including FCB Ulka and Mudra.

Anil Nair, COO, Law & Kenneth, tells agencyfaqs! “The brief to us was to present a clear way forward for the brands. We had to come up with a central brand idea that can be leveraged across media, and not just television.” In fact, the agency plans to use multiple touch-points including ATL, BTL and unconventional media.

“Our strategic planning function, led by Anil Nayar, helped us clinch the business,” Nair continues. “We presented our proprietary strategic planning tools, which the client appreciated. From the feedback we got, I can safely say that the strength and long-term value of our idea, coupled with the passion of our team, worked in our favour.”

For the record, Real, now with Lowe, is a juice brand aimed at children. Law & Kenneth’s gain, Real Activ, targets youth who are fitness/diet-conscious as the juice has no sugar in it. Coolers is made up of fruits that have cooling properties and comes in four variants.

As reported earlier by agencyfaqs! Dabur India had also called for a media pitch. Maxus, OMS, Initiative, MPG and Universal McCann handle Dabur’s portfolio currently and reportedly took part in the pitch process, too. A decision on the matter is pending.

© 2006 agencyfaqs!