Converge I bags media mandate for Zafri Pan Masala

Converge Integrated Media Solutions Pvt. Ltd. has been assigned the overall media duties for Zafri Pan Masala, a brand from the stable of Dinesh Tobacco Industries following a multi-agency pitch. The account size is pegged at over Rs 10 crore. The media duties would include the entire gamut of ATL/ BTL space, retail & merchandising and driving the overall strategy for the brand

Zafri the flagship Pan Masala brand from Dinesh Tobacco Industries currently has its operations in the state of Rajasthan for over 30 years and is planning to extend its foray into other key states within this financial year.

Commenting on the development GK Malani, Director, Dinesh Tobacco Industries stated, "The size of the industry has become large enough to grow our market share through driving consumer preferences. For doing this we need to execute significant campaigns and programs in the ATL and BTL space. Our association with Converge. I will focus on driving stronger relationships with consumers in existing markets and also help get new consumers when we launch in other markets and regions".

Atul Kulshrestha, CEO, Dinesh Tobacco Industries said, "We believe that a very strong focus in the retail market space and usage of local consumer media platforms will drive immense value to grow our brand across markets. Strong local presence and launch into newer markets will be our focus this year and we believe that our association will strengthen this objective".

Akash Verma , CEO & Executive Director Converge I commented, " Zafri has been a very strong consumer brand over last 30 years and now is the time when the full potential of the brand needs to be unleashed in the consumer space and new markets. This objective was in our minds while creating a strategic roadmap for the brand and we are very excited to work with Dinesh Tobacco Industries that adds to our portfolio and builds on our business partnership approach with clients".

Converge.I is a full play integrated media company with its footprint in Delhi, Mumbai and Bangalore and associate offices across the country.