Publicis wins Cremica account

Previously, the business was with Taproot Dentsu.

Mrs Bector's Food Specialities has announced Publicis as its creative agency for the company's Cremica range of biscuits. Previously, the business was with Taproot Dentsu.

Commenting on the reason to appoint Publicis, Anoop Bector, managing director, Mrs Bector's Food Specialities, says, "We have been growing at a rapid pace and expanding our footprints across India steadily. We have ambitious plans for the brand, and in Publicis, we found the creative acumen to help us communicate our brand messaging. We look forward to a fruitful partnership with Publicis India."

Hemant Misra, chief executive officer, Publicis Capital, adds, "Cremica is a brand born out of love for baking. Its passion for excellence and quality is inspiring. We are excited at this opportunity of partnering them in taking the brand across the country. The challenge of competing in this overcrowded category and partnering Cremica towards market leadership is one we look forward to."

Mrs Bector's Food Specialities claims to be one of the largest food processing companies in India. It has been a manufacturer and exporter of a wide range of food products since 1982.