MUMBAI: Integrated media company Converge Integrated Media Solutions has bagged the overall media duties for Dinesh Tobacco Industries‘ Zafri Pan Masala, following a multi-agency pitch. 
 
The account size is pegged at over Rs 100 million.

The media duties would include ATL/ BTL space, retail and merchandising and the overall strategy for the brand. 
 
Zafri, the flagship pan masala brand from Dinesh Tobacco Industries, is planning to extend its foray into other key states within this financial year.

Dinesh Tobacco Industries director GK Malani says, "The size of the industry has become large enough to grow our market share through driving consumer preferences. For doing this, we need to execute significant campaigns and programmes in the ATL and BTL space. Our association with Converge I will focus on driving stronger relationships with consumers in existing markets and also help get new consumers when we launch in other markets and regions."
 
Converge I CEO and executive director Akash Verma added, "Zafri has been a very strong consumer brand over last 30 years and now is the time when the full potential of the brand needs to be unleashed in the consumer space and new markets. This objective was in our minds while creating a strategic roadmap for the brand and we are very excited to work with Dinesh Tobacco Industries that adds to our portfolio and builds on our business partnership approach with clients."