Mumbai : Scarecrow Communications has won the creative duties of DS Group’s dairy business. The agency will handle the entire dairy portfolio, which includes fresh milk, UHT milk, ghee, paneer, khoya, chhach, dahi, flavoured milk, dairy whitener and other dairy products under the brands Ksheer and Dairymax. The incumbent agency on the account is Everest Brand Solutions.
The first phase of the product launch has covered Delhi NCR, Rajasthan, J&K, Haryana, East and North East regions. The second phase will focus on the western parts of the country. Subsequently, the company informed that they will expand the product footprint to cover the entire country.
Commenting on the association with Scarecrow, Sunil Kumar Bansal, Business Head, DS Group – Dairy Division, said, “We are expanding our offerings in the dairy segment by adding more value products to the portfolio. With the growing consumer product franchise, the creative partner plays a significant role in crafting a differentiated strategy for the brand in the mind of the consumers. The creative approach presented by Scarecrow fitted in well with our long term strategy and vision for the business. We look forward to their active participation in this endeavour.”
Manish Bhatt, Founder Director, Scarecrow Communications, added, “DS Group has created iconic brands like Rajnigandha, Pass Pass, Catch and many more. Scarecrow has got an opportunity of contributing in making of the brand Ksheer, which is priceless.”
