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Dabur’s Rs 400 crore media account goes to SMG

MUMBAI: Dabur India has assigned its media duties to Starcom MediaVest Group (SMG) with effect from 1 July. The account size is pegged at Rs 400 crore (Rs 4 billion).

SMG has become the first agency in the history of Dabur to have been appointed as the sole agency to handle all media planning and buying. Historically, Dabur’s strategy was to split media planning and buying across various agencies.

Dabur India executive director marketing KK Chutani said, “Dabur has adopted a fresh approach to its media strategy, with a focus on the younger generation and emphasis on use of digital media as a way to create the right impact. We are taking the big leap forward empowered by the strategies of Starcom MediaVest Group. It will henceforth exclusively handle all of Dabur’s multichannel media activities. The consolidation of Dabur’s advertising under a single agency is expected to synergise media planning and catalyse Dabur’s thrust to reach the top.”

“Dabur India was considering the consolidation of all media activities under a single umbrella agency and searching for a competent agency since the last few months. SMG was one of the agencies under the scanner and after considerable amount of pitching, analysis and presentation by the top media agencies, we decided to confer exclusive media account to SMG. We are confident that in Starcom MediaVest Group we have found the right media partner.”

SMG India CEO Mallikarjunadas CR said, “At SMG, we are incredibly humbled to be entrusted with the Dabur media AOR and the iconic brands within the scope. The selection process has been comprehensive, but incredibly energising and the entire SMG team is excited to partner with Dabur to help deliver the business goals.”