Mumbai: Lotte India, a confectionery company and part of the global Lotte Group, has appointed Dentsu Creative India as its creative agency partner following a multi-agency pitch.
The mandate will be handled by Dentsu Creative’s Chennai office and marks the beginning of a strategic partnership aimed at accelerating brand growth across Lotte India’s portfolio while enhancing consumer engagement through integrated campaigns.
Under the mandate, Dentsu Creative will lead brand strategy, creative development and integrated communications for several of Lotte India’s key brands, including Choco Pie, PEPERO, and the Joee & Toffee portfolio comprising Coffy Bite, Eclairs, Coconut Punch, Lacto King, Caramilk, Chewits, Lolly Bliss, Lotte Juicies and Joee.
The partnership will commence with a new campaign for PEPERO, Korea’s No. 1 snack brand, as Lotte looks to strengthen its presence in India amid the growing popularity of Korean culture, food and lifestyle among Indian consumers.
Lotte India has built a strong presence in the confectionery category through brands such as Coffy Bite, Lotte Eclairs, Caramilk and Choco Pie, establishing a loyal consumer base across generations.
Commenting on the partnership, Rachna Anbumani, VP (Head of Marketing), Lotte India said, “Gearing up for a new PEPERO campaign, Lotte India was on the lookout for a strategic and creative partner who could understand our brand ethos and portfolio. With Dentsu Creative, we found a team that is passionate, enthusiastic and has excellent capabilities. We look forward to this partnership as we take our brands to the next level.”
Speaking on the win, Indrajeet Mookherjee, President – Integrated Client Management, dentsu added, “We are incredibly proud to partner with Lotte, an iconic name that has brought joy to households. This win is a testament to Dentsu’s data-driven creativity and our ability to connect brands with consumers in deeply meaningful ways. Confectionery is an emotional, impulse category, and we look forward to supercharging Lotte’s flagship brands and drive their next era of growth.”
Priya CM, Sr. VP, Dentsu Creative commented, “We are excited to partner with Lotte, one of the top confectionery brands in the world. This category offers tremendous scope to push creative limits, spark conversations, and have fun while building meaningful brand connections.”
