D S Group gives creative mandate of dairy business to Everest

The agency already handles the creative duties of D S Group's Catch Salt and Spice business.

Everest Brand Solutions has clinched the creative mandate of D S Group's dairy business. The agency won the business after a multi-agency pitch process held in Delhi. The business will be serviced by Everest's Delhi office. For the record, the agency already handles the creative duties of D S Group's Catch Salt & Spices business.

Under the mandate, Everest will work on a full-fledged campaign for the brands and products that are part of D S Milk Product (DSMPL).

On choosing Everest, Sunil Kumar Bansal, business head, DSMPL, says that the agency's presentation of a differentiated strategy and refreshing creatives stood out and matched the company's vision for the business.

Dhunji S Wadia, president, Everest, says, "We are delighted to increase our presence with the D S Group. Dairy is an exciting category and we look forward to the task of building yet another iconic brand."

Agreeing with him, Naveen Saraswat, COO, Everest, adds that it was an interesting pitch to work on because of a focused brief given by the client.

Rahul Jauhari, national creative director, Everest, states the team is looking forward to do some exciting work in the category.

D S Group has forayed into the dairy business recently after it acquired a dairy plant at Reengus, Rajasthan, with a capacity of processing 4 lakh litres of milk each day. With the acquisition, the company set up DSMPL, which has launched two brands under its portfolio. Ksheer will offer premium packaged fresh milk, cow ghee and ultra high temperature milk, while ghee and skimmed milk powder are marketed under the brand name Dairymax. In addition to these, DSMPL will also introduce other dairy products such as dairy whitener, flavoured milk, fortified milk, curd, lassi, buttermilk, paneer and khoya.

D S Group, a Rs 3300 crore diversified business conglomerate, has a presence in F&B, hospitality, mouth fresheners, tobacco, packaging, agro forestry, rubber thread and infrastructure segments. In addition to this, it has forayed into steel, cement and power sectors.