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Guava Creative Solutions wins DKT India's creative business; ad spends pegged at Rs 25 crore
The creative mandate for the account was with Pickle Lintas.
Guava Creative Solutions, the boutique agency founded by Junaid Memon, has won the creative duties for DKT India. Advertising spends for the account's upcoming communication is pegged at Rs 25 crore.
DKT India is an affiliate of DKT International USA, a leading social marketing organisation with operations in 16 countries.
DKT India was established in 1992, in a move to complement the Indian government's efforts in public health and family planning. Today, DKT India is recognised by the Ministry of Health and Family Welfare as an authorised social marketing organisation, thus allowing it to procure condoms and oral contraceptives through the ministry's subsidised programme.
Some of DKT India's existing brands include condom brands Zaroor and XXX, oral contraceptive pill Choice and the intra-uterine contraceptive device U-Kare.
In conversation with afaqs!, Vikisha Mehta, creative director, Guava Creative Solutions, says, "We look forward to working on the branding and communication for DKT India's upcoming products. We will also work on the re-launch and re-marketing plans for DKT India's existing brands."
Mehta adds that a 360-degree communication plan is in the pipeline for DKT India's existing, as well as new brands. The plan is to target the South and East markets first, informs Mehta.
It may be noted that DKT India started operations in the states of Maharashtra and Gujarat. Currently, it is operational in 21 Indian states and reaches more than 700 million people. Rural India accounts for almost 50 per cent of its sales.