Dentsu India bags creative duties for emerging categories of MTR Foods and Orkla in India

The account was won following a multi-agency pitch.

MTR Foods, a packaged foods company, appointed Dentsu India as the agency on record to lead the communication mandate on MTR's brand 'Snack Up' and its parent company Orkla's brand 'Laban'. The account was won following a multi-agency pitch.

Speaking about the win, Samrat Chengapa, senior VP, Dentsu India, says, "We are absolutely delighted at winning this business from MTR and Orkla. With this win, we certainly look forward to co-creating work that truly makes an impact in the marketplace."

Simi Sabhaney, CEO, Dentsu India, adds, "With MTR, it was meeting of minds from the word go! We are looking forward to a long and productive relationship."

According to the press release shared by the agency, MTR Foods is a subsidiary of Norwegian Business Consumer Goods Company - Orkla ASA. Recently, Orkla forayed into the confectionery category in India by launching its very first initiative called Laban - unique, stretchy, human-shaped, fruit-flavoured chews - a category leader in the Norwegian market.

Commenting on the association, Prerna Tiku, general manager marketing, MTR Foods, says, "We are very excited to start this partnership and look forward to working together to build emerging categories for MTR and Orkla."

Sunay Bhasin, chief marketing officer, MTR Foods, adds, "We couldn't have thought of a better partner than the young and dynamic team at Dentsu for our emerging categories. I look forward to a close and impactful partnership."