Mindshare bags Yakult's media duties

Mindshare has bagged the media mandate for probiotic drinks maker Yakult Danone India, a JV between Japan's Yakult Honsha and Groupe Danone of France.

There was no multi-agency pitch involved. ZenithOptimedia was the incumbent on the account. Hakuhodo Percept handles the creative duties.

The company launched its drinks under the Yakult brand in India in 2007. It is presently available in Delhi/NCR, Punjab, Jaipur, Mumbai, Pune, Nasik, Hyderabad, Chennai and Bengaluru.

Minoru Shimada, MD, Yakult Danone India, said, “While we have been expanding across geographies, India is an important market where we are actively building awareness and benefit about probiotics. Backed up with a strategic approach and extensive expertise, I believe Mindshare is the best choice to handle our media planning and buying in India.”

Ravi Rao, leader- South Asia, Mindshare, said, “We are delighted to work with Yakult to help promote the company in India. Since this a emerging category in India having immense potential, we look to use adaptive and innovative strategies to take the brand to new heights.”