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Our Bureau

Mumbai , Oct. 4

JWT Mumbai has bagged the account of Baskin Robbins in a multi-agency pitch. JWT will handle all the marketing communication activities for the brand.

Baskin Robbins, which is targeting a retail turnover of Rs 26 crore this fiscal, is looking at strategic media campaigns to create a buzz around the brand, which it feels will help in stepping up sales in the long run.

"This is where the role of an agency such as JWT would be paramount," said Mr Pankaj Chaturvedi, CEO, Baskin Robbins India.

"We clocked growth rates of about 30 per cent last year and our primary target remains to emulate, if not exceed, this," he added.

The company is reportedly going to manage the franchisee businesses in other South Asian countries.

Mr Tarun Rai, Senior Vice-President and General Manager, JWT, said, "Baskin Robbins has a lot of brand equity and the company has aggressive plans for India. We believe that we can make a positive contribution towards achieving those plans."

Mr Rai said the coming months will see the brand and the agency working closely on a series of below-the-line activities and brand campaigns around the new menus and flavours which will initially be launched in key markets and then nationally.

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