Lotte India appoints Dentsu Creative to lead confectionery brands

MUMBAI: Looks like Lotte has found a fresh recipe for sweeter storytelling. Lotte India has appointed Dentsu Creative as its creative agency partner following a multi-agency pitch, signalling a renewed push to strengthen its confectionery portfolio as Korean culture continues to influence consumer tastes in India.

The account will be serviced from Dentsu Creative’s Chennai office, with the agency taking charge of brand strategy, creative development and integrated marketing campaigns across Lotte India’s portfolio.

The partnership will kick off with a new campaign for PEPERO, the South Korean snack brand, as Lotte looks to tap into growing consumer interest in global flavours and culture-led consumption trends, particularly among younger audiences.

Beyond PEPERO, Dentsu Creative will manage communications for several of Lotte India’s flagship brands, including Choco Pie, Joee, and its confectionery portfolio comprising Coffy Bite, Eclairs, Coconut Punch, Lacto King, Caramilk, Chewits, Lolly Bliss and Lotte Juicies.

The appointment comes as the popularity of Korean entertainment, music and lifestyle continues to reshape purchasing behaviour in India, creating new opportunities for international food and confectionery brands to build stronger cultural relevance.

Lotte India has maintained a significant presence in the country’s confectionery market over the years, with brands such as Coffy Bite, Lotte Eclairs, Caramilk and Choco Pie enjoying strong recall across generations.

Commenting on the partnership, Lotte India, vice president and head of marketing Rachna Anbumani said the company was seeking a strategic creative partner capable of understanding both its brand heritage and the diversity of its portfolio as it prepares to launch a new campaign for PEPERO.

Indrajeet Mookherjee, President, Integrated Client Management at dentsu, said the win reinforces the network’s focus on combining data-led creativity with meaningful consumer engagement in fast-moving impulse categories such as confectionery.

Priya CM, Senior Vice President at Dentsu Creative, added that the partnership presents an opportunity to push creative boundaries while helping Lotte strengthen its connection with consumers in an increasingly competitive market.

As confectionery brands compete for attention beyond supermarket shelves, Lotte’s latest agency appointment reflects a broader shift towards culture-led storytelling, where relevance is increasingly shaped as much by global trends as by the products themselves.