Underdog roped in to handle creative duties of Prabhat Dairy

Prabhat, a relatively new entrant in the dairy business with a little less than two decades is already a household name in Maharashtra with a formidable presence in the B2B segment. With an array of over 20 consumer facing brands cutting across target audiences from curd to shrikhand and cheese to skimmed milk powder, it’s now well-placed to up the ante and carve a niche for its brands in the B2C dairy products industry as well.

Vivek Nirmal, MD of Prabhat says: Our brands have been built on the foundation of procurement excellence, manufacturing excellence and consumer brand excellence. Our understanding of what consumer wants has been as much instinctive as it is based on cold analysis. Now’s the time to take it all to another level and in Underdog we found the right partner who understood our aspirations well and were in tune with our expectations.

Ajit Jadhav, GM, Marketing underlines the challenges of working with a portfolio that spans sub-brands across all segments ranging from fresh to almost year long shelf life. He says: Prabhat Dairy is a dynamic FMCG organisation that has continuously kept pace with the consumer’s evolving needs. We believe that with our emphasis on unmatched quality and our vast experience in B2B (where we have worked with some of the most demanding clients), we now have a complete package to take the Prabhat brand story further so as to make it a part of every Indian household. And that is where I see good advertising and communication play a huge role.

An elated Vikram Gaikwad, Co-Founder and CCO of Underdog says: It’s impossible to put in words the thrill of winning an account that has so many exciting brands in its armoury. For all of us at Underdog this is a huge opportunity across the board and we truly look forward to realizing the mandate with love and commitment.

Vistasp Hodiwala, Co-Founder and CCO Underdog adds: Prabhat is much more than the sum of its many products. While every product in itself offers a stirring challenge, it’s how we go on to build the overall equity of Brand Prabhat and the architecture of all the sub brands around it which presents us with an even more inspiring prospect. 

The account has come through on the back of a well-contested two month long pitch involving multinational agencies and independent hot shops. The year end win augurs well for the agency which counts Book My Show, T Bhimjyani and SKYi amongst its major clients.


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