MRF ropes in Dentsu Communications ‘to unveil new aspects of the brand’

Dentsu Communications has won a part of the creative mandate of MRF, following a multi-agency pitch.

Lowe Lintas and Partners and JWT India will continue to handle MRF’s duties, while Dentsu will be handed a new mandate, informed agency sources.

Ashwin Parthiban, executive creative director, Dentsu Communications and Suresh Mohankumar, national business head, will lead the account.

Dentsu Communications’ mandate is ‘to create newer aspects of the brand for consumers to see it in a new light altogether’, informed a Dentsu statement. The agency was selected on the basis of its understanding of the automotive segment, it added.

Rohit Ohri, executive chairman, Dentsu India Group, said, “We’re delighted with this opportunity to partner MRF in India. It’s not just a dream come true for us, but also an opportunity to rapidly scale up our operation in Chennai. Dentsu Communications and Dentsu Media will be working together to provide integrated communication solutions on the business.”

Koshy Varghese, executive vice president, marketing, MRF, said, “At MRF we are looking at further consolidating our leadership position. We have plans to unveil new aspects of our brand to consumers. In this context we needed a partner who has an understanding of the automotive segment, and is in a position to work closely with us to fulfill our objectives. Currently Dentsu Communications met this requirement of ours.”