Leading FMCG player Dabur has appointed Starcom MediaVest Group as its media agency.
The company said this was the first time it has appointed an agency to solely handle all media planning and buying. The contract is effective July 1.
Historically, Dabur's strategy was to split media planning and buying across various agencies, the company said in a statement.
However, media budget of the company this fiscal could not be ascertained.
"Dabur has adopted a fresh approach to its media strategy with a focus on the younger generation and emphasis on use of digital media as a way to create the right impact. We are taking the big leap forward with Starcom MediaVest," Dabur India executive director for marketing KK Chutani said.
Starcom MediaVest will exclusively handle all of Dabur's multichannel media activities, he added.
The consolidation of Dabur's advertising under a single agency is expected to synergise media planning and catalyse Dabur's thrust to reach the top, he said.
