In a pivotal move within the global paints and coatings industry, Berger Paints India has declared Dentsu X, an esteemed media agency of Dentsu India, as its official media partner. The decision was made following a competitive process, with various agencies vying for the opportunity.
The announcement will see the Kolkata office of Dentsu X manage all advertising requirements for Berger Paints. The team led by Anita Kotwani, CEO of media for South Asia at Dentsu, will now work to create innovative strategies to enhance Berger Paints’ brand.
A crucial aspect of the partnership will be the amplification of Berger Paints’ presence through traditional offline media channels such as print, television, and radio. As part of this, Dentsu X will manage media strategy, planning, buying, and implementation at a national level.
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Reflecting on this partnership, Kotwani remarked, “Berger Paints’ inclusion in our portfolio is immensely significant. It marks a fresh chapter in Dentsu India’s journey, which is currently defined by a clear direction and a profound sense of purpose.”
She went on to explain how Dentsu has been actively involved in competitive pitches with a concentrated focus on achieving outstanding victories to drive them toward a promising future. “Our mission is to lead meaningful transformations, encourage change, and foster our talented workforce to deliver client-focused solutions and extraordinary services,” Kotwani added.
Dentsu’s unique approach has been instrumental in promoting several brands towards growth. Using their signature data-driven, consumer-centric design thinking, and strategic proficiency, they’ve consistently delivered innovative media and content solutions. Kotwani emphasized that although they strive to establish strong brand equity, efficiency and effectiveness remain at the core of their operation.
KK Sai, Senior Vice President and Head of the Decorative Division at Berger Paints, also expressed optimism about the partnership. He cited the insightful integrated media approach of the Dentsu X team as a promising prospect for brightening Berger’s media campaigns.
The strategic partnership between Berger Paints and Dentsu X has created a promising synergy for both entities. With Dentsu X’s innovative, data-driven strategies and Berger Paints’ global influence, the partnership promises to redefine brand growth within the paint and coatings industry.
Note: This news is based on information provided by Marketech APAC.
