MAM
dentsu X wins digital media mandate for Dabur India
Mumbai: dentsu X, the integrated media agency from the house of dentsu India has won the digital media mandate for Dabur India, following a multi-agency pitch.
“Over the past few years, the world has increasingly evolved towards digital transformation. As a result, digital marketing has now emerged as the go-to solution for brands and companies,” said Dabur India head of media Rajiv Dubey. “Dabur has been ramping up spends on digital exponentially in the past few years, with brands creating special digital-only content. We are happy to join hands with dentsu X – an agency that has been responsive to Dabur’s needs and appreciative of our brand vision and way of working. Their appreciation and deployment of data make them champions at maximising the potential of digital platforms.”
“We are ecstatic to partner with Dabur, a brand that invokes implicit trust in the minds of its consumers. Dabur is synonymous with impeccable quality and omnipresent across Indian households,” added dentsu CEO – South Asia media Divya Karani.
“It is the people, tech and tools of dentsu X that address and answer ‘the why beyond the what’. We are extremely excited and look forward to a deep partnership with Dabur, to drive business outcomes in the short and long term,” commented dentsu X India CEO Roopam Garg.
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.
