The Hindu Business Line : Lintas IMAG to revitalise Dalda brand

LINTAS India's Integrated Marketing Action Group (IMAG) has been appointed by Bunge, the world's largest oilseed processor, to re-launch and re-vitalise the Dalda vanaspati brand in the country.

Bunge, the $22-billion-plus New York-based agri-business major, acquired the brand from Hindustan Lever Ltd in 2003 along with the latter's edible oil and fats business in India and Nepal.

The unique part of this assignment is that IMAG will provide Dalda with complete marketing communications solutions, not just advertising.

Spearheaded by Linterland, IMAG's rural communication division, Dalda will also use the services of LinOpinion for public relations, Advent for conferences and launch, and Lowe Personal for direct marketing and customer relationship management. All IMAG units will be available to Dalda and will work in close co-ordination with the client's marketing department.

According to Mr Ashish Bhasin, Director, IMAG, "Dalda is an extremely prestigious win for us as it is such a heritage brand.Linterland will conduct a novel 400-town consumer contact programme. LinOpinion will work to dispel the myth that Dalda is bad for health. Advent is handling the mega, multi-city launch and Lowe Personal is working on a programme to set up a relationship with consumers."