The agency is already handling the creative assignments for the Catch Salt and Spices business of DS Group
BestMediaInfo Bureau | Mumbai | October 16, 2013
Close on the heels of winning the Pantaloons account last week, Everest has announced another significant win this week. DS Group has appointed Everest as the creative agency for the group’s dairy business. Everest has been chosen as the agency on board following a multi-agency pitch.
Everest is already handling the creative assignments for the Catch Salt and Spices business of DS Group.
The business will be handled by the Delhi office of Everest. The agency has already started working on a 360 degree campaign for the brands and products under the dairy business. The estimated size of the account is put at Rs 10 crore by industry sources.
DS Group has recently ventured into the dairy business by acquiring a dairy plant with a processing capacity of 4 lakh litres of milk per day at Reengus, near Jaipur, in Rajasthan. The modernisation and capacity expansion of the plant is underway for the launch of new products.
DSMPL (DS Milk Product Ltd) has been manufacturing ghee and skimmed milk powder under the brand name ‘Dairymax’. The company further expanded its dairy portfolio with the launch of ‘Ksheer,’ the premium dairy brand. The products currently available under the Ksheer brand are UHT milk, cow ghee and fresh milk. These will be followed by other specialised products like dairy whitener, flavoured milk, fortified milk, curd, lassi, chaach, paneer and khoya.
Sunil Kumar Bansal, Business Head, DSMPL said, “Everest Brand Solution’s presentation of differentiated strategy and refreshing creatives stood out and matched our vision for the business. We look forward to their participation in establishing the dairy brands.”
Commenting on the win, Dhunji S Wadia, President, Everest, said, "We are delighted to increase our presence with the DS Group. Dairy is an exciting category and we look forward to the task of building yet another iconic brand."
Rahul Jauhari, National Creative Director, Everest, said, “It's always rewarding when an existing client trusts us with more business. The team is proud and looking forward to do some exciting work in the category.”
Naveen Saraswat, COO, Everest, added, “It was an interesting pitch to work on because of a focused brief given by the client. We are excited and look forward to helping establish the dairy brands of DS Group.”
Dharampal Satyapal Group (DS Group) is a rapidly growing, multi-diversified conglomerate with a turnover of more than Rs 3,300 crore this year. The group has a strong presence in sectors such as F&B, hospitality, mouth fresheners, tobacco, packaging, agro forestry, rubber thread and infrastructure. The group has steel, cement and power in the Infrastructure basket. The most recent addition has been its foray into dairy, confectionary and powdered beverages business.