Vadilal Group has awarded its media business to Publicis Groupe’s Starcom, following a multi-agency pitch that went on for five weeks.
As part of the mandate, Starcom will manage Vadilal’s media, strategy, planning, buying, negotiation and implementation for TV, digital, influencer and content initiatives.
The media agency said that Vadilal is looking to strengthen its presence not only in general trade, but also in modern trade, e-commerce and on-demand delivery.
Niti Kumar, COO, Starcom India, said, “We are delighted to have the opportunity to collaborate with Vadilal Ice Creams, a consumer favourite across generations due to their quality and range of flavours. We are a planning focused agency with Data and Tech at the heart of our products. With our record in delivering efficient and impactful media actions, Starcom will contribute to Vadilal’s growth plans in a world of new consumer realities.”
Aakanksha Gandhi, Brand Director, Vadilal Ice-Creams, said, “At Vadilal, we wanted to bring more accountability and scientific approach to media investments. Our just concluded pitch process demanded extensive detailing and process alignment. We selected Starcom as our media partner after evaluating all media agencies and their offering, in line with Vadilal’s business requirements. Starcom is a renowned integrated media agency and one of the best in its field. It would be a pleasure to onboard them and looking forward to working with them with further new age media innovations and avenues.”