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Grey's Dheeraj Sinha and Sonya Misquitta win at WPP Atticus Awards 2014

Their paper titled 'Hungry for Familiar Foods - Packaging Local Food Ideas' offers MNCs in India the opportunity to unlock new sources of revenue and reach new audiences

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Grey's Dheeraj Sinha and Sonya Misquitta win at WPP Atticus Awards 2014

Grey's Dheeraj Sinha and Sonya Misquitta win at WPP Atticus Awards 2014

Their paper titled 'Hungry for Familiar Foods - Packaging Local Food Ideas' offers MNCs in India the opportunity to unlock new sources of revenue and reach new audiences

BestMediaInfo Bureau | Delhi | July 25, 2015

Dheeraj-Sinha-and-Sonya-Misquitta Dheeraj Sinha and Sonya Misquitta

Dheeraj Sinha, Chief Strategy Officer, South & South East Asia, Grey, and Sonya Misquitta, Senior Planning Manager, Grey, were awarded Highly Commended at this year's WPP Atticus Awards. Their paper titled 'Hungry for Familiar Foods - Packaging Local Food Ideas' offers MNCs in India the opportunity to unlock new sources of revenue and reach new audiences.

For Sinha, this is the third time that he has won at the WPP's Atticus Awards. These awards are open only to professionals working in WPP companies, and honour original, published thinking in communication services but not commercial work done for clients.

The paper discusses how the bigger play in India is in packaging local food ideas rather than merely adapting global products to local tastes. Multinationals, typically, get caught in the organised market and its dynamics, whereas the real opportunity lies in the local, unorganised segments. The dynamics of tastes and recipes in the unorganised segment are hugely different from the western formulations that the MNCs typically push down in India. Imagine the market potential that burger brands such as McDonald's are missing out on by not factoring in popular street food burgers such as the vada pav, omlette pav, kheema pav or kachchi dabeli to its menu and innovation process.

“Our thought leadership is always rooted in the work that we are doing for our clients' brands. Food and its implications is a big area of study for us because of our client profile. I firmly believe that only if you dig at new places will you find new stuff. This is an award for our way of working at Grey planning,” said Sinha.

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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