Dentsu India wins creative mandate for MTR Foods and Orkla

Following a multi-agency pitch, MTR Foods appointed Dentsu India as the agency on record to lead the communication mandate on MTR’s brand ‘Snack Up’ and its parent company Orkla’s brand ‘Laban’ in India.

With over a 90 year old history of being a pioneer in packaged foods, MTR Foods stands tall as a brand that has made Indian food accessible to the modern Indian consumer. A popular household name today, MTR Foods is synonymous with delicious food in easy-to-use packaged formats. MTR Foods is a subsidiary of Norwegian Business Consumer Goods Company - Orkla ASA. Recently, Orkla forayed into the confectionary category in India by launching its very first initiative called Laban- unique, stretchy, human-shaped, fruit-flavoured chews - a category leader in the Norwegian market.

Commenting on the win, Samrat Chengapa, Senior VP, Dentsu India, said, “We are absolutely delighted at winning this business from MTR and Orkla. With this win, we certainly look forward to co-creating work that truly makes an impact in the marketplace.”

Simi Sabhaney, CEO, Dentsu India, said, “With MTR, it was meeting of minds from the word go! We are looking forward to a long and productive relationship.”

Prerna Tiku, General Manager Marketing, MTR Foods said, “We are very excited to start this partnership and look forward to working together to build emerging categories for MTR and Orkla.”

Sunay Bhasin, Chief Marketing Officer, MTR Foods said, ‘We couldn’t have thought of a better partner than the young and dynamic team at Dentsu for our emerging categories. I look forward to a close and impactful partnership.”