Ebro Foods appoints Publicis India to manage its Indian creative business

Ebro India, the Indian arm of the Spanish food major, has appointed Publicis India as its creative agency. The account was won after a multi-agency pitch and will be managed by the New Delhi office of Publicis India. 

The agency has been mandated to create and execute forward-thinking communication for the food major in India. To begin with, it would work towards evolving a robust communication strategy for its leading pasta brand, Panzani. The brand would be launching several products under the Panzani umbrella in India.  

Ebro Foods is the world's largest trader/miller of rice and the second biggest producer of pasta. Headquartered in Spain, it has commercial and industrial presence in more than 80 countries in Europe, America, Asia and Africa through its network of subsidiaries and brands.

Commenting on the appointment, JP Laborde, MD, Ebro India said: “Panzani is the world’s second largest brand of Pasta having its presence in more than 50 countries. It is getting inside the Indian market with a whole range of pasta products with distinct product features, which will cut across all SECs. We are excited to put out our inaugural communication and create a high recall for the brand in India.”

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Puneet Kapoor, Marketing Head, Ebro India added: “We were looking for a creative strategic partner on board who could help us strategize the brand communication and for that a multi-agency pitch was called wherein five agencies were invited and two agencies were shortlisted for the second round. Publicis came with an in-depth understanding of the brand’s strategic requirements and a contemporary and creatively cultivated approach to deliver the same.” 

On winning the mandate, Sridharan Iyer, EVP & Head of Office, Publicis India said: “As more and more Indians recreate the experience of western cuisine at home today, we are extremely thrilled to partner Ebro Foods - one of the world’s largest pasta company, in the quest to make Panzani the most favoured pasta brand in India.”