Underdog bags Prabhat Dairy's creative mandate

Account won post a multi-agency pitch

Dec 07, 2016 09:07:00 AM | Article | Campaign India Team

Prabhat Dairy has assigned its creative duties to Underdog following a multi-agency pitch. The agency will handle all the brands under Prabhat's portfolio which consists of curd, cheese, skimmed milk powder and more. 
Vivek Nirmal, MD, Prabhat Dairy, said, "Our brands have been built on the foundation of procurement excellence, manufacturing excellence and consumer brand excellence. Our understanding of what consumer wants has been as much instinctive as it is based on cold analysis. Now’s the time to take it all to another level and in Underdog we found the right partner who understood our aspirations well and were in tune with our expectations."
Ajit Jadhav, GM - marketing, Prabhat Dairy, added, "Prabhat Dairy is a dynamic FMCG organisation that has continuously kept pace with the consumer’s evolving needs. We believe that with our emphasis on unmatched quality and our vast experience in B2B (where we have worked with some of the most demanding clients), we now have a complete package to take the Prabhat brand story further so as to make it a part of every Indian household. And that is where I see good advertising and communication play a huge role."
Vikram Gaikwad, co-founder and CCO, Underdog, said, "It’s impossible to put in words the thrill of winning an account that has so many exciting brands in its armoury. For all of us at Underdog this is a huge opportunity across the board and we truly look forward to realizing the mandate with love and commitment."
Vistasp Hodiwala, co-founder and CCO, Underdog, added, "Prabhat is much more than the sum of its many products. While every product in itself offers a stirring challenge, it’s how we go on to build the overall equity of Brand Prabhat and the architecture of all the sub brands around it which presents us with an even more inspiring prospect."