Mumbai: Dentsu Creative Impact has won the creative duties for food processing and packaging solutions company Tetra Pak. The media mandate continues to be with Carat Media.

Tetra Pak South Asia Markets communications and environment director Jaideep Gokhale said, “Past communication from Tetra Pak has focused on the key message of how Tetra Pak aseptic technology best protects foods like milk and juices. Our plans are to continue strengthening communication around the Tetra Pak credentials and around our brand promise ‘protects what’s good‘."

On the choice of Dentsu Creative Impact Gokhale added, “We were looking at how the communication task could be addressed with a fresh perspective without losing focus of the imperative to remain consistent and true to our brand personality. With our new agency partner Dentsu Creative Impact, we are now in the process of developing our 2012 campaign which will explore communication channels beyond the conventional.”

Dentsu India Group executive chairman Rohit Ohri said, “The communication opportunity which Tetra Pak offers Dentsu India is very exciting and clearly beyond conventional media. We‘re looking at communication across every touch point in the packaged milk and beverage ecosystem. This communication approach is at the heart of Dentsu‘s offering in India.”

Tetra Pak India delivers aseptic packaging material and processing, packaging and distribution solutions to the Indian food processing industry. Their customers include leading players, both national and regional, from the private sector as well as the dairy co-operatives.

Tetra Pak works in close partnership with the food processing industry to promote consumer and key stakeholder awareness on the importance of aseptically processed and packaged foods, and how they provide benefits of food safety, consumer wellness and environment sustainability.