Benetton India awards its digital mandate to dentsu X-cubic

Multinational fashion brand Benetton Group has assigned its digital business to dX–cubic, the Dentsu X agency, effective January 2020. GroupM’s Wavemaker is the incumbent agency. 

This move is in keeping with Benetton’s aims to combine economic growth with social commitment, competitiveness, care for the environment, business and ethics. 

Sundeep Chugh, MD & CEO, Benetton India, commented, “Benetton’s strength lies in its millennial consumer base, who show a deep connection and love for the brand. Adapting with the changing times, Benetton wants to be innovative and upbeat with digital communications and campaigns. We are excited to get dentsu X on-board. The team shows excellent knowledge and dedication and we are hopeful of doing some very successful work together.” 

Reacting to the win, Divya Karani, Chief Executive Officer, dentsu X, said, “We are super excited to win and work on Benetton.Partnering a strong brand, built upon innovation, with such a strong connect with the mercurial millennials is exhilarating. Given our ethos of delivering experiences beyond just mere exposures, this is right up our street! We look forward to a productive and enduring partnership.” 

dentsu X India comprises of three agencies – dX-matrix, dX-cubic and dX-palette, offering integrated communication solutions. All three agencies have witnessed steep growth trajectories in the recent past; evident in not just the heft but also the accolades won for their work. dentsu X was declared “Agency-of-the-Year” by three separate industry forums in 2019.


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