Rediffusion-Y&R wins Paras Dairy

Rediffusion-Y&R has bagged the creative, as well as the media duties of the popular dairy brand Paras Dairy. The account was won through a multi-agency pitch that started in August this year, in New Delhi, and witnessed participation from other agencies lie Grey, Crayons, and a few more. The size of the account, however, could not be obtained at the time of filing this report.

Confirming the development to afaqs!, Gajinder Singh, managing partner, Paras Dairy, says, "We have assigned the creative and media duties to Rediffusion-Y&R and TME, based on their credentials of handling large businesses, as well as the strategic and creative prowess shown by the current team."

So, while Rediffusion will handle the creative part of the business, the media duties will be managed by its sister agency, TME.

Abhik Santara, vice-president, Rediffusion-Y&R, says, "We will develop the brand architecture from scratch, as well as work on the mother brand and all sub-brands, both existing, as well as new brands the company will launch in the future."

For the record, Paras Dairy was established by Ved Ram & Sons, in partnership, in April 1986. The first unit of the dairy business was established in 1987, under the company name VRS Foods. The dairy company currently sells over 2,50,000 litres of milk per day in Delhi Metro. The dairy company has created a network of 5,000 villages as collection centres for milk across western Uttar Pradesh, Haryana, Rajasthan, Maharashtra and Gujarat.