NEW DELHI: Confluence Communication has been appointed by G. K. Dairy & Milk Products, the makers of Gopaljee brand of packaged milk, ghee, paneer, and other milk based products to be involved in their marketing, advertising and sales promotion.

G.K. Dairy is looking to increase the sales of their Gopaljee brand of fresh packaged milk by 50 per cent in one year from their current level. Gopaljee is the third largest brand of fresh packaged milk in Delhi and the NCR region after Mother Dairy and Paras.

Previously, Confluence handled Paras milk for more than two years and gathered a substantial experience in the category through their very deep involvement with the brand. It was during Confluence’s tenure that Paras launched a number of new products including Paras Dahi which have captured decent market shares in Delhi.

On the Gopaljee assignment, one of the mandates for Confluence is to help the brand break new grounds in sales and distribution. Confluence has assigned Pankaj Bhasin one of their Account Group Managers, to be leading the marketing and distribution team of Gopaljee to get into new areas of distribution. Bhasin, who comes with a strong sales and marketing experience, will be spearheading Gopaljee’s new initiatives in marketing and distribution.

On this challenging assignment, where the agency’s performance will also be evaluated on the sales and distribution initiatives Confluence would undertake, Confluence MD Tapas Gupta said, “ This is a new initiative for Confluence. Today’s clients have become far more demanding and agencies that have been practising ‘armchair advertising consultancy’ are not going to survive in such a competitive environment. Today, if called upon, agencies will have to go and dirty their hands in the market by even helping clients in their sales and distribution. Only then, one can become a true partner.”

Recently Confluence and Paras mutually decided to part company after a fruitful association of two years.