New TBWA\India wins creative duties for Dukes, account size pegged at Rs 8 cr plus

TBWA\India has bagged the creative mandate for Dukes Foods Ltd following a multi-agency pitch that also saw the participation of Saatchi & Saatchi and Orchard. Mindshare will continue to handle the media planning and buying for the company. David was the incumbent creative agency.

Headquartered in Hyderabad, Dukes has been a strong regional player in the biscuits, chocolates and confectionery categories for over two decades. The company is now setting up a large state-of-the-art plant at Rudrapur, Uttaranchal, to produce its entire range, which will help the company to establish a broader footprint.

Dukes is eyeing the national market and looking at further growth in a highly competitive market environment dominated by major international and national players, hence the call for a pitch. The new agency will be expected to devise a communication strategy to promote Dukes’ extensive and diverse product portfolio.

Instead of the usual pitch presentation, TBWA\India took the Dukes management through their proprietary Disruption Process for setting a strategy and vision for the future.

Vikas Agarwal, Director In-charge at Dukes, said, “TBWA’s expertise in going beyond the conventional ATL/BTL modes of communication, and its ability to translate ideas into action on the ground, were the key factors in selecting the agency.”

Commenting on the account win, Kaustav Das, VP South, TBWA\India, said, “We understand the ambitions of the team at Dukes and are happy that they think of us as an ideal partner to face the challenges ahead. We are looking forward to the opportunity to work with them in disrupting the marketplace and carving out a larger share of the future for Dukes in each of its focus categories.”

Dukes plans to substantially step up its investments to generate consumer demand across the country in the next three years. It has a presence in all biscuit segments, including Cream Magic, Marie Break, Munch sweet glucose, See Saw, Salt Kiss, and Waffy wafers, among others. In chocolates, Big Bite, Meltz, Coffee Drive and Jadoo are its major brands.