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Rediffusion Y&R wins creative biz of Danone India
Danone has set aside an amount of Rs 50 crore for advertising and marketing for 2010
Reliable sources confirm that Rediffusion Y&R has won the creative duties for Danone, the French dairy brand that has made an entry into India independently. The media duties have fallen in OMD's kitty.
Danone steps in as a fully-owned subsidiary in India, which is different from the joint venture with Japanese firm, Yakult Honshathat (for the probiotic health drink, Yakult). Its earlier joint venture with Britannia does not exist anymore.
Danone has planned an ad spend of around Rs 50 crore for the year 2010. Till March 2010, the group will spend about Rs 15 crore on advertising and marketing.
As of now, one brand – Choco Plus Milk – has hit the shelves in Hyderabad. This product will be rolled out pan-India; besides, the group will also launch other brands in the market in the year to come, primarily in the dairy segment.
The communication for brand Danone will be launched across media early next year.
Senior officials from Danone and Rediffusion were unavailable for comment at the time of filing the report.
So far, Danone has been present in India through Evian, the mineral water brand, and dairy products, Actimel and Activia, which entered the country through importers.