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Underdog wins creative mandate of Prabhat Dairy

The agency won the mandate in a multi-agency pitch involving multinationals and independent hot shops

BestMediaInfo Bureau | Mumbai | December 8, 2016


Prabhat Dairy has awarded its creative duties to Underdog. The account has come through on the back of a well-contested two-month pitch involving multi-national agencies and independent hot shops. The yearend win augurs well for the agency which counts Book My Show, T Bhimjyani and SKYi among its major clients.

Prabhat, a relatively new entrant in the dairy business, is already a household name in Maharashtra with a formidable presence in the B2B segment. With an array of over 20 brands from curd to shrikhand and cheese to skimmed milk powder, it’s now well-placed to up the ante and carve a niche in the B2C dairy products industry.

Vivek Nirmal Vivek Nirmal

Vivek Nirmal, MD, Prabhat Dairy, said, “Our brands have been built on the foundation of procurement excellence, manufacturing excellence and consumer brand excellence. Our understanding of what consumer wants has been as much instinctive as it is based on cold analysis. Now’s the time to take it all to another level and in Underdog we found the right partner who understood our aspirations well and were in tune with our expectations.”

Ajit Jadhav, GM, Marketing, underlined the challenges of working with a portfolio that spans sub-brands across all segments, ranging from fresh to almost year-long shelf life. He said, “Prabhat Dairy is a dynamic FMCG organisation that has continuously kept pace with the consumer’s evolving needs. We believe that with our emphasis on unmatched quality and our vast experience in B2B (where we have worked with some of the most demanding clients), we now have a complete package to take the Prabhat brand story further so as to make it a part of every Indian household. And that is where I see good advertising and communication play a huge role.”

Vikram Gaikwad Vikram Gaikwad

Vikram Gaikwad, Co-Founder and CCO, Underdog said, “It’s impossible to put in words the thrill of winning an account that has so many exciting brands in its armoury. For all of us at Underdog this is a huge opportunity across the board and we truly look forward to realising the mandate with love and commitment.”

Vistasp Hodiwala Vistasp Hodiwala

Vistasp Hodiwala, Co-Founder and CCO, Underdog, added, “Prabhat is much more than the sum of its many products. While every product in itself offers a stirring challenge, it’s how we go on to build the overall equity of Brand Prabhat and the architecture of all the sub brands around it which presents us with an even more inspiring prospect.”


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