Option Designs bags creative duties of Shakti Bhog Foods

The agency will change the package design and also help launch three products of Shakti Bhog.

FMCG company Shakti Bhog Foods has awarded its creative mandate to Option Designs. The Gurgaon-based agency will look after brand strategy and marketing communication for the brand, including a change in branding and package design.

Japneet Singh, managing director, Options Designs, says that the agency will start with creating a campaign for three upcoming products. "While Shakti Bhog has a noticeable presence in the FMCG segment, we need to build it as a brand - a brand that people would want to be associated with," Singh says, adding that the company's global presence gives it an edge over other FMCG players. Some of the other brands handled by the two-year-old agency are Digiworld, BenQ, Konica Minolta India and ACDelco, part of General Motors India.

K K Kumar, managing director, Shakti Bhog Foods, says that Options Designs was selected after giving it a campaign to work on. "We expect the agency to help us with our product launches and carry out outdoor, print and other creative requirements,"

he says.

Shakti Bhog Foods, a family-owned business, was set up in 1970. It has about 15 products ranging from rice, different milled products, semolina, porridge and bakery items like biscuits under its portfolio. In fact, the company exports to nearly 30 countries, according to the company's website.

Interestingly, actor Karishma Kapoor is the brand ambassador for its 'healthy' biscuit product, Divss. In 2005, the company forayed into the satellite television domain through the launch of Shakti TV, which focuses on health and healthy lifestyle.