SDP Industries, the manufacturer of ghee brands like Shree Saras Ghee, Gokul Ghee and Saurash Ghee has appointed Black Or White Brand Communication's to handle the creative mandate of its dairy brand Shraddha.
The agency's mandate is to partner in building Shraddha as a challenger dairy brand across India.
The account was won following a multi-agency pitch.
Kurjibhai Savjibhai Vadodaria, founder and chairman, SDP Industries, said, "We are in the process of major expansion and diversification of the company and wanted to engage with a communication partner who has a deep understanding of the consumer."
Chetanbhai Kuvarjibhai Vadodaria, director, SDP Industries, said, "BOW presented a meaningful strategic and creative approach, which we are convinced will resonate with the consumers heartset and mindset.
Ketanbhai Kuvarjibhai Vadodaria, director, SDP Industries, added, "We have products that can match the best brands in the business and we wanted a communication partner who is willing to deep dive and help us build a strong challenger brand in the marketplace."
Sartaj Jaffri, CEO, BOW, said, "We feel that a challenger brand provides you with greater opportunities to break free from the outdated category norms, resulting in the freedom to do some meaningful work. We are all excited to partner with them in building a strong consumer brand in the marketplace."