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Dentsu Creative Impact wins Tetra Pak mandate

The 2012 campaign to be developed by the new agency will explore communication channels beyond the conventional

BestMediaInfi Bureau | Delhi | March 14, 2012

Dentsu Creative Impact, Dentsu India’s full-service advertising agency, has been awarded the creative duties for Tetra Pak, the world's leading food processing and packaging solutions company.

Tetra Pak India delivers aseptic packaging material and processing, packaging and distribution solutions to the Indian food processing industry. Their customers include leading players, both national and regional, from the private sector as well as the dairy cooperatives. Tetra Pak works in close partnership with the food processing industry to promote consumer and key stakeholder awareness on the importance of aseptically processed and packaged foods, and how they provide benefits of food safety, consumer wellness and environment sustainability.

“Past communication from Tetra Pak has focused on the key message of how Tetra Pak aseptic technology best protects foods like milk and juices.  Our plans are to continue strengthening communication around the Tetra Pak credentials and around our brand promise ‘protects what’s good,’” said Jaideep Gokhale, Communications & Environment Director, Tetra Pak South Asia Markets.

On the choice of Dentsu Creative Impact, Gokhale said, “With this premise in mind, we were looking at how the communication task could be addressed with a fresh perspective without losing focus of the imperative to remain consistent and true to our brand personality. With our new agency partner, Dentsu Creative Impact, we are now in the process of developing our 2012 campaign which will explore communication channels beyond the conventional.”

He added that the media buying will continue to be handled by Carat.

Rohit Ohri, Executive Chairman, Dentsu India Group, said, “We are delighted to partner Tetra Pak in India. The communication opportunity which Tetra Pak offers Dentsu India is very exciting and clearly beyond conventional media. We're looking at communication across every touch point in the packaged milk and beverage ecosystem. This communication approach is at the heart of Dentsu's offering in India.”

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