MAM
OMS bags Spice Mobile AOR
MUMBAI: The BK Modi Group’s Spice Mobile has awarded its media planning and buying duties to Optimum Media Solutions (OMS). The multi-agency pitch involved three agencies including OMS.
While industry sources pegged the account between the range of Rs 120 – 150 million, Spice Mobile marketing head Payal Gaba declined to put a figure to the size of the account citing that they were a new and growing company and that the account is a sizable one.
Gaba says, “We are happy to announce OMS as our media planning and buying agency for Spice Mobile Phones. This selection has been done after undergoing a rigourous pitching process amongst a few other agencies. We appreciate the planning process followed in OMS and would believe that the same shall be taken forward for efficient planning of Spice Mobile Phones launch across the country. Being a crucial first year of launch, we would require their support in cost-efficient media buying for effective usage of media.”
Speaking on the size of the current mobile handset market in India, which has been pegged at between Rs 2 – 2.5 billion, she said that Spice Mobile will be competing with the Nokias, Samsungs and LGs of the world. After launching in North India, the company has set its eyes on the East and will be beginning operations there this month.
“Once we begin our country-wide roll out, our media budget will also increase and we will be resetting targets,” Gaba informs.
“We are delighted to partner Spice Mobile for its media launch across the country. I think our understanding and identification of the potential audience and markets for Spice Mobile has helped us winning this business. We are looking forward to some interesting and exciting work on the account,” says OMS regional director Madan Mohapatra.
Spice Mobile will be targeting males aged 20 – 40 years in the SEC B, C and D and also the R1 and R2 segments. The focus will be more on the SEC C and D segments. The company at present has three phone models priced at Rs 2499, Rs 3999 and Rs 5799. Gaba says that more models will be launched very soon.
Spice Mobile Phones is an M Corp Global venture into the cellular handset market in India. M Corp Global is India’s leading trans-national group with a $250 million turnover.
With a strong lineage in the cellular services in India, M Corp Global is expanding its business horizon and is all set to revolutionise the ‘ICE – Information, Communication and Entertainment’ sector, with its new age technologically advanced state of art mobile phones for the entry, mid and premium segment.
Former Miss World 2000 and actor Priyanka Chopra recently launched the range of Spice Mobile Phones in New Delhi. She will be playing a key role in building a strong bond with the Indian consumers and communicating the Spice Imagery of ‘Style International, Dil Phir Bhi Indian.’
Brands
Mother Dairy unveils 30 plus products for summer portfolio push
Ice creams, regional dairy and high-protein range drive 30 per cent growth plans
MUMBAI: If summer had a flavour, Mother Dairy is making sure it comes in at least 30. As temperatures climb, Mother Dairy is turning up the chill with an expansive product blitz, announcing a pipeline of over 30 new offerings across its value-added dairy portfolio. Rolled out in phases through the season, the line-up spans indulgence, health, convenience and regional tastes, an attempt to meet India’s increasingly diverse consumption patterns head-on.
Ice creams take centre stage, accounting for around 20 of the new launches. The brand is introducing formats such as a Two-in-One Matka and Tub, alongside a premium ‘Crafted’ range and flavours like Cream Cheese Pistachio Cone and Kulfi Cassata. There is also a clear nod to calorie-conscious consumers, with the debut of a ‘Go-Low’ range featuring variants such as Choco Almond, Shahi Mewa and Kesar Pista Tilla Kulfi.
Beyond indulgence, the company is sharpening its regional play. Products like Jamun Yoghurt and Bhuna Jeera Raita aim to tap into local flavour preferences, while Shrikhand offered in three variants targets western markets. For northern consumers, Meethi Dahi joins the mix, reinforcing a localisation strategy that goes beyond one-size-fits-all offerings.
Convenience is another key lever. Mother Dairy is expanding its UHT milk portfolio with Cow Milk and Standardised Milk in markets such as Jammu and Kashmir, catering to demand for longer shelf-life products without compromising accessibility.
On the nutrition front, the brand is doubling down on protein. Its ‘Pro’ range is being strengthened with Procurd and Propaneer high-protein curd and paneer variants positioning itself within the growing health-conscious segment while retaining its core taste proposition.
The scale of the rollout signals more than just seasonal experimentation. With expectations of over 30 per cent growth across key categories, the company is betting on innovation as a primary growth engine, supported by a mix of traditional and new-age distribution channels.
Marketing, too, is set to match the ambition. High-impact campaigns across ice creams and flavoured milk are in the pipeline, aimed particularly at younger consumers and designed to amplify summer consumption moments.
In a market where heat often dictates demand, Mother Dairy is not just responding to the season, it is trying to own it, one scoop, sip and spoonful at a time.
