dX-cubic, a dentsu X agency, has won the digital business of Benetton India, effective from January 2020. The erstwhile agency was Wavemaker, GroupM.
Benetton group, the multinational fashion brand, built on innovation, aims to combine economic growth with social commitment, competitiveness and care for the environment, business and ethics.
Sundeep Chugh, MD and CEO, Benetton India, said, “Benetton’s strength lies in its millennial consumer base who show a deep connection and love for the brand. Adapting with the changing times, Benetton wants to be innovative and upbeat with digital communications and campaigns. We are excited to get dentsu X on board. The team shows excellent knowledge and dedication and we are hopeful of doing some very successful work together.”
Divya Karani, Chief Executive Officer, dentsu X, said, “Yes, we are super excited to win and work on Benetton. Partnering a strong brand, built on innovation, with such a strong connect with the mercurial millennials is exhilarating. Given our ethos of delivering experiences beyond just mere exposures, this is right up our street! We look forward to a productive and enduring partnership.”
dentsu X India comprises three agencies— dX-matrix, dX-cubic and dX-palette, offering integrated communication solutions. All three agencies have witnessed steep growth trajectories in the recent past.