Lintas, Initiative win Sanjiv Goenka Group's Rs 100 cr Too Yumm ad account

The two agencies pip rivals McCann Worldgroup, Ogilvy & Mather, among others to bag the deal

In a significant development, the RP-Sanjiv Goenka (RP-SP) group has awarded the Rs 100-crore advertising and media mandate of its food business Too Yumm to agencies Mullen Lintas and Initiative respectively. The development was confirmed by executives at the RP-SP group and comes at a time when the Kolkata-based conglomerate is beginning to unveil its food products - wheat thins and foxnuts - across markets. 

"We had called for a pitch earlier this year, which involved six ad agencies. Mullen was one of them and we felt that they were best able to interpret the brief we had