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Lemon loses Cadbury biz; Cadbury to reallocate 'Delight' & 'Temptation'

MUMBAI: Lemon has lost the creative account of Cadbury's 'Delight' and 'Temptations' brands.

O&M, which handles a chunk of Cadbury's business, will look after 'Delight' for an interim period. Cadbury is in search of an agency to handle both the brands.

 

 

Speaking to Indiantelevision.com, O&M executive director Nishi Suri clarified,"We will be handling 'Delight' as a stopgap arrangement, till they decide on the next agency."

Confirms Cadbury India head of marketing, Sanjay Purohit, "The brands have moved out of Lemon. While we have asked O&M to handle 'Delight' for the time being, 'Temptations' currently has not been assigned to any agency."

O&M presently handles Cadbury Dairy Milk, Bournvita, Cocoa, Perk, Five Star and Gems. Other brands Cadbury Celebrations, Chocobix, Chocki and Eclairs are handled by Contract.

 

 

Coincidentally, Cadbury shifted its account to Lemon when Ravi Deshpande took over as CEO of the Euro-RSCG's second agency. The Cadbury 'Delight' and 'Temptations' brands were Lemon's first clients three and a half years ago. Recently Deshpanda moved to Contract as chief creative officer and took the whole Cadbury team at Lemon along with him.

Sources close to the company indicate that, with Deshpande joining Contract as cheif creative officer, both these accounts might finally move into Contract's kitty. O&M has been handling 'Delight' with the pre-condition from the client that eventually the account will move out.

The approximate size of billing for both these brands has been pegged at Rs 30 million.

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