Dharampal Satyapal Group (DS Group) has appointed Scarecrow Communications to handle creative for its dairy business. The agency bagged the account following a multi-agency pitch. The incumbent agency was Everest Brand Solutions.
Sunil Kumar Bansal, business head, DS Group - dairy division, said, "We are expanding our offerings in the dairy segment by adding more value products to the portfolio. With the growing consumer product franchise, the creative partner plays a significant role in crafting a differentiated strategy for the brand, in the mind of the consumers. The creative approach presented by Scarecrow fit in well with our long term strategy and vision for the business. We look forward to their active participation in this endeavour.”
Manish Bhatt, founder director, Scarecrow Communications, said, “D S Group has created iconic brands like Rajnigandha, Pass Pass, Catch and many more. Scarecrow has got an opportunity of contributing in making of the brand Ksheer, which is priceless.”
Arunava (Joy) Sengupta, founder director, Scarecrow Communications, added, "Turning a commodity into a brand is a great process to be part of, especially when the competition is with brands like Amul and Nestle. We are looking forward to some really exciting work, as the opportunity is huge."
The dairy portfolio includes fresh milk, UHT milk, ghee, paneer, khoya, chhach, dahi, flavoured milk, dairy whitener and other dairy products under the brands Ksheer and Dairymax.