Kellogg's hands Cheez-It India brief to Burnett

"The cheese snacks range will add a new dimension to our Indian business and open up a new set of opportunities, said Kellogg's India managing director, C. R. Venkatesh.

Apart from advertising campaigns, Kellogg's will focus on merchandising to increase the visibility of the new brand.

The launch of Cheez-It, which Kellogg's parent company acquired from Keebler Food in March last year, is part of the company's strategy to tap the emerging cookies and crackers category in India.

Late last year, Kellogg's was granted Government app-roval to launch four new products - Cheez-It Crackers, Keebler, Cookies and Special K Cereal.

Burnett becomes the second agency on Kellogg's India roster after Hindustan Thompson Associates, which handles ready-to-eat brands such as Chocos and Komplete biscuits.