Bagrry's appoints Havas Media's Arena Media

The integrated media mandate will include traditional as well as digital and mobile duties.

Arena Media, a part of Havas Media Group, has been awarded the integrated media duties of Bagrry's India, a breakfast, cereals and health foods brand in the Indian sub-continent. The account which was won following a multi-agency pitch comprises of traditional, digital, as well as mobile duties. Arena Media's Gurgaon office will work on the account.

Commenting on the mandate win, Aditya Bagri, director, Bagrry's, says, "As India's health food FMCG, we are dedicated to creating products that are cherished by customers, not viewed as a mere necessity. Arena instinctively understood our passion, vision and forward thinking. Arena has the credentials, strengths and focus to build platforms of connect and relevance, across media. It also has a good understanding of the Indian customer who is today driven by quality. "

Anita Nayyar, chief executive officer, Havas Media Group, India and South Asia, adds, "The Indian consumer's dependence on packaged foods has increased and health awareness is on the rise. The Bagrry's Group has played a meaningful role in customer's lives over the past many years; it is a great brand in a targeted but high potential category. We are honoured to take on the mandate of a yet another innovative and pioneer Indian brand."

Expressing his views on the announcement, Mohit Joshi, managing director, Havas Media Group, India, states, "Wellness ranks high as an emerging industry and Bagrry's is perfectly positioned in that domain. At play will be Havas Media Group's integrated media skills centred on digital-mobile and the meaningful brands framework which together will map the brand chart for Bagrry's. We look forward to working with the team."

With a tagline of 'Let's put health first', Bagrry's claims to be a pioneer for products such as muesli, oats, bran and a whole range of healthy foods, made in India, for India. For 25 years, the brand has helped consumers follow a fit and healthy lifestyle