MPG bags Rs 250 million Mother Dairy account

MUMBAI: Outshining major agencies, Euro RSCG's media division, the Media Planning Group (MPG) today bagged Mother Dairy's media account in a multi agency pitch. The account is pegged at almost Rs 200 to 250 million.

The other agencies involved in the pitch were Madison, Starcom, Zenith Media and Optimum Media Solutions (OMS); but only Madison and MPG made it to the final and decisive round.

The main Mother Dairy account was earlier with Interface Communications and a part of it was with Mudra. Speaking to about what gave MPG the edge over Madison; MPG North head Anjan Roy said, "Our company is a couple of years old and we have a team of very young people working for us. They on their part come up with a lot of fresh thinking and I believe that is what gave us an edge over Madison. In fact, this gives us an edge over any old agency which has been in the picture."

Mother Dairy which is a predominant dairy products player in the North Indian and Delhi markets, is looking at wider and greener pastures by spreading its wings across the country. The company's CEO Paul Thachil said, "We were very happy with the presentation that MPG made to us and I believe that they will be able to realise out company's goals."

Mother Dairy will be using both print and television advertising, but the spends on television will be more than print and will grow this year.

Talking about why Mother Dairy zeroed in on MPG to handle its media duties, Thachil said, "Madison is an extremely outstanding agency, but we felt that MPG and its team in Delhi would be more ideally suited to us and could give us what we wanted."

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