Dentsu wins creative mandate for emerging categories of MTR Foods and Orkla in India

MUMBAI: MTR Foods has appointed Dentsu India as the agency on record to lead the communication mandate on MTR’s brand ‘Snack Up’ and its parent company Orkla’s brand ‘Laban’.

With over a 90-year-old history of being a pioneer in packaged foods, MTR Foods stands tall as a brand that has made Indian food accessible to the modern Indian consumer. A popular household name today, MTR Foods is synonymous with delicious food in easy-to-use packaged formats.

MTR Foods is a subsidiary of Norwegian Business Consumer Goods Company – Orkla ASA. Recently, Orkla forayed into the confectionary category in India by launching its very first initiative called Laban.

Dentsu India senior VP Samrat Chengapa said, “We are absolutely delighted at winning this business from MTR and Orkla. With this win, we certainly look forward to co-creating work that truly makes an impact in the marketplace.”

Dentsu India CEO Simi Sabhaney said, “With MTR, it was meeting of minds from the word go! We are looking forward to a long and productive relationship.”

MTR Foods GM marketing Prerna Tiku said, “We are very excited to start this partnership and look forward to working together to build emerging categories for MTR and Orkla.”

MTR Foods CMO Sunay Bhasin said, ‘We couldn’t have thought of a better partner than the young and dynamic team at Dentsu for our emerging categories. I look forward to a close and impactful partnership.”

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