By: M4G Bureau
Last updated : January 29, 2018 3:45 pm
The duo had already worked together to handle the entire brand portfolio for the past one year wherein taking this partnership to the next level was a mutual decision
The agency had already partnered with the brand on a project-based relationship to handle the entire brand portfolio for the past one year. A multi-agency pitch had preceded this alliance in the year 2015 wherein Taproot Dentsu had won the mandate. Given the fruitful collaboration last year over the core Protinex brand campaign (the launch of Protinex Grow), some tactical competitive work and expanding of the flavour portfolio, taking this partnership to the next level was a seamless, mutual decision.
Umesh Shrikhande, CEO - Taproot Dentsu said, “Danone's global mission to ‘Bring Health Through Food To As Many People As Possible’ allows us to address unmet needs for the greater good. In India, eclectic dietary patterns and cultural nuances provide a huge demand creation opportunity to food brands that offer serious nutrition. We are committed to creating persuasive conversations that build on Danone’s strong and scientific brand propositions.”
Ayesha Ghosh, General Manager - Taproot Dentsu Mumbai said, “We are proud to partner Danone India to help launch a portfolio of brands under Protinex for consumers across the spectrum - from toddlers to seniors. With the backing of science, Protinex offers the best quality of protein and, along with the marketing teams at Danone, it is up to us to find the most compelling ways in which we can make this product’s superiority relevant to our consumers.”
Pallavi Chakravarti, Executive Creative Director - Taproot Dentsu Mumbai said, “When a brand decides to make the journey from ‘lab-coat speak’ to consumer speak, it's a challenging and exciting task. Working with our partners at Danone India, we hope to craft communication that will make Protinex more relevant than it has ever been. Two big brand campaigns and other tactical ones down already, we're looking forward to more.”