Dentsu India secured the creative mandate of packaged foods company, MTR's brand ‘Snack Up’ and its parent company Orkla’s brand ‘Laban.'

Dentsu won the mandate after a multi-agency pitch and will aim to build emerging categories for MTR and Orkla.

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

Samrat Chengapa, senior vice president, 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.”

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.”

MTR Foods is a subsidiary of Norwegian Business Consumer Goods Company – Orkla ASA. Orkla ventured into the confectionery business in India by rolling out its very first initiative called Laban – human-shaped, fruit-flavoured chews.

Dentsu Aegis Network recently acquired India's Sokrati to bolster data-driven marketing services.