Perfetti, a major confectionery brand in India, which leads international brands such as Nestlé and Cadbury's in terms of market share, reviewed its media business for the first time since 1999.
The Group M agency, which was awarded the brief after a three-month review, will handle media buying and planning across all Perfetti brands, including Mentos, Chlormint and Alpineliebe. "Perfetti is highly regarded for its marketing skills. Its media strategy was led by innovation. Going forward, we will look at providing innovation coupled with a relevant communication channel mix," said CVL Srinivas, CEO of Maxus Asia-Pacific.
"The confectionery segment has seen intense competition in the last few years. Today, Indian and foreign players are fighting for share (with) innovative products, great sales and distribution, and marketing."
Maxus tapped for Perfetti India task
Maxus India has won the Perfetti van Melle account, beating incumbent Madison, Starcom and Lodestar for the US$10 million business.
