O&M has bagged the creative duties of the 'dairy business' of Mother Dairy and will handle products such as Mother Dairy milk, flavoured milk, ice-cream, curd, butter, lassi and paneer. The account size is estimated to be Rs 15 crore.
The non-dairy brands, Dhara and Safal, will continue to be handled by Mudra.
O&M won the account following a multi-agency pitch that saw participation from Contract, McCann Erickson and the incumbent, Saatchi & Saatchi.
“Our ability to understand the Indian consumers and households has always been one of our key strengths. In addition, our 360-degree competencies and holistic approach to create brands always puts us in a good stead and that is what tipped the balance in O&M’s favour this time too,” said Sanjay Thapar, group president, North and East, O&M India.