The Hindu Business Line : MAA Comm bags Heritage Foods retail account

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Bangalore Jan. 29 MAA Communications Bozell has bagged the creative and media responsibilities of Fresh@, the retail business of Heritage Foods India, a key player in the dairy food business in South India.

The recently launched Fresh@ chain of stores in Hyderabad marks Heritage Foods India's foray into the organised retail market of fresh fruits, vegetables, groceries and home needs. There are plans to set up stores in other cities as well.

Unique brand

Ms Pushpa Joseph, Vice-President — MAA Communications Bozell, Hyderabad, said, "Fresh@ aims to bring to the consumer freshness, quality and convenience. The agency's task is to create a positioning for the brand that is unique yet relevant."

Mr Antony Rajkumar, Head - MAA Communications Bozell, Chennai, who led the pitch, said: "We will offer a mix of conventional and unconventional media. Outdoor media will be an important part of the communication."

Heritage Foods India is essentially a player in the dairy business with products such as milk, curd, ghee, butter milk and dairy whitener, which are distributed across Andhra Pradesh, Karnataka, Tamil Nadu, Kerala and Maharashtra.

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