Cremica, the range of biscuits under Mrs Bector's Food Specialities, has assigned its creative duties to Publicis. There was no multi-agency pitch involved.
Anoop Bector, MD, Mrs, Bector’s Food Specialities, said. "We have been growing at a rapid pace and expanding our footprints across India steadily. We have very ambitious plans for the brand and, in Publicis, we found the creative acumen to help us communicate our brand messaging. We look forward to a fruitful partnership with Publicis India."
Hemant Misra, CEO, Publicis Capital, added, “Cremica is a brand born out of love for baking. Their passion for excellence and quality is inspiring. We are excited at this opportunity of partnering them in taking the brand across the country. The challenge of competing in this overcrowded category and partnering Cremica to leadership, is one we actively look forward to."