MUMBAI: Following a multi-agency pitch, one of India’s leading packaged foods company, MTR Foods, has appointed Dentsu India as the agency on record to lead the communication mandate on MTR’s brand ‘Snack Up’ and its parent company Orkla’s brand ‘Laban.’

MTR Foods is a subsidiary of Norwegian Business Consumer Goods Company - Orkla ASA. Recently, Orkla forayed into the confectionary category in India by launching Laban- unique, stretchy, human-shaped, fruit-flavoured chews - a category leader in the Norwegian market.

Dentsu India senior VP Samrat Chengapa said, “We certainly look forward to co-creating work that truly makes an impact in the marketplace.”

Dentsu India CEO Simi Sabhaney said, “With MTR, it was meeting of minds from the word go! We are looking forward to a long and productive relationship.”

MTR Foods GM - marketing Prerna Tiku said, “We look forward to working together to build emerging categories for MTR and Orkla.”

MTR Foods chief marketing officer Sunay Bhasin said, ‘We couldn’t have thought of a better partner than the young and dynamic team at Dentsu for our emerging categories."