Orchard Advertising wins creative mandate for Dwarka Milk; MediaVest to handle media mandate

The overall media budget for the brand's upcoming ad campaign is pegged at Rs 30 crore.

Orchard Advertising has been awarded the creative mandate for Dwarka Milk, the flagship brand of the Unizonn Group. The agency's Mumbai branch will handle the account.

The development is the result of a multi-agency pitch process that saw the participation of three other agencies, besides Orchard. Kapil Rajput, managing director, Dwarka Milk awarded the creative mandate to Orchard.

The media mandate has been handed over to MediaVest.

The developments have been confirmed to afaqs! by the company spokesperson and Kaushik Mitra, senior vice-president, Orchard Advertising. Further, it is learnt that the overall media budget for the upcoming ad campaign for the brand is pegged at Rs 30 crore.

Earlier, the creative duties for Dwarka Milk were being handled by an in-house team, which looked into the creatives, collaterals and packaging for the brand. Additional creative work was outsourced according to requirements.

The brand plans to focus on visibility in the near future. "We are looking for 360-degree exposure and will frame a campaign based on the business model and thought of the company, with an aim to increase market share," informs the company spokesperson.

The brand is looking at a media mix comprising TV, print, radio, digital, outdoor and activation elements in order to achieve this objective.

For the record, Dwarka Milk came into existence in 1947, and is a division of the Unizonn Group -- a large conglomeration of various companies that are active across three verticals, namely, liquid milk and milk products, hotels and hospitality, and beverages.