MUMBAI: AVT Consumer products has awarded Push Integrated Communications the creative duties for its flagship brand CTC Dust brand, AVT Premium.

AVT Premium is a player in the better economy segment of CTC Dust tea in states like Kerala, Tamil Nadu, Andhra Pradesh, Karnataka and Orissa.

Push Integrated Communications will be responsible for the launch of a format extension of the brand accompanied by a design upgrade. The company was on the lookout for an agency that could rework the brand design and Push fitted the criteria in all aspects.

The communication budget for the brand is approximately Rs 60 to 80 million with new market launches and other key tactical initiatives being the focus.

Push Integrated Communications MD and CEO VA Shrikumar said, "We are extremely elated to be working on AVT‘s flag ship brand AVT Premium and we are committed to bringing in a new dimension to the brand, both strategically and in design".

AVT Consumer Products Division CEO Ravi Sanker said, "AVT Premium as a brand is moving into its next level of competency, both in product delivery and market presence. PUSH Integrated is the ideal partner for this journey as they have the right mix of competencies, infrastructural capabilities and most importantly, the right talent, both on strategic platforms as well as excellence in creativity. Our association is a perfect match."