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Rebel Foods awards Sweet Truth TV campaign to DCMN

Sweet Truth is the fourth brand from the Rebel Foods ecosystem that DCMN is onboarding

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NEW DELHI: DCMN India has won the mandate for Rebel Foods’ premium Western dessert brand Sweet Truth. The marketing campaign consists of a brandformance TV flight for the Indian market, which was launched on 15 October 2020.

Aside from media planning and booking, DCMN will track and optimize the campaign’s performance using their proprietary TV attribution tool DC Analytics. The ads are being rolled out nationwide, including in the 35 cities where Sweet Truth is available. The campaign is targeting young men and women who are quality-conscious western dessert lovers. And the cherry on top: Users can give a dessert to a beloved fellow sweet tooth with a personalised video.

“We are excited about being able to support Sweet Truth’s growth with a very targeted campaign and all analytics as well as media expertise available to us. Given the fast development of this industry, especially in the context of the ongoing pandemic, brandformance TV is the perfect approach to grow the Sweet Truth brand among its target groups,” said Bindu Balakrishnan, country head of DCMN India.

Sweet Truth is the fourth brand from the Rebel Foods ecosystem that DCMN is onboarding. The two companies are already working together to grow the Behrouz Biryani, OvenStory and Faasos brands. The Sweet Truth account will also be serviced from DCMN’s Gurgaon office and will be led by Balakrishnan.

On the launch of the campaign, Rebel Foods VP-brands Nishant Kedia said it will speak to their target audience of urban dessert lovers with a refined palate in a meaningful way.

Sweet Truth is India's online delivery service for premium Western desserts – for all occasions. Its parent company is Rebel Foods (formerly Faasos), which runs 350+ cloud kitchens delivering across India, South East Asia, UK and UAE.

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