Mondelez India OOH mandate in fluid state

Following the Rs 450 crore Mondelez India traditional media duties shifting from Carat India to GroupM’s media agency Wavemaker, there is some speculation going on with regard to the brand’s OOH mandate — whether Posterscope India will continue to serve the OOH duties for the biggest confectionery brand or the outdoor mandate will also see a change like the mainline account. It is learnt that the brand is yet to take a decision on the outdoor agency and is conducting meetings with Posterscope India before taking the final call. As a part of Carat group, Posterscope India has been handling the Mondelez OOH mandate.

As per media reports, Mondelez called for the pitch to have a fresh outlook on their media buying and gear up for key changes such as programmatic, eCommerce, etc. Earlier, when Mondelez had moved its account from Madison to Carat India, it had moved all its media business at one go.

Over the course of more than 3 years, Posterscope India has executed numerous remarkable campaigns for the brand like the ‘Kuch Achha Ho Jaaye, Kuch Meetha Ho Jaaye’ campaign launched on the occasion of the Friendship Day.