Madhur Sugar, one of country's largest brands of refined sugar, has recently called for a creative pitch, sources have told IMPACT Magazine. The pitch was called in Mumbai. Dentsu Creative Webchutney is the incumbent agency working on the account, however a Dentsu spokesperson confirmed that they are not participating in the pitch.
In their communication to IMPACT, the spokesperson from the agency said, “I can officially tell you that there has been no intimation from the client on such a pitch.” IMPACT reached out to Madhur Sugar too for a quote, but didn’t receive any at the time of filing the story.
One of the notable campaigns done by Dentsu Creative Webchutney for the brand recently was called ‘The Good Cut’. It was a packaging innovation that rethinks how consumers open plastic packaging by guiding them to cut horizontally instead of snipping corners which enables even the tiny plastic snips discarded when opening packaged goods to be recycled, which otherwise is considered too small to be repurposed.
Madhur Sugar, the popular refined sugar brand of Mumbai-based Shree Renuka Sugars Limited was launched in 2007.
