Perfetti Van Melle, which does not have presence in the snacks category globally, is for the first time testing the segment with plans to launch its brand 'Stop Not' in India that will compete with the likes of Kurkure from PepsiCo and Parle Agro's Hippo.
ITC operates only in the sugar confectionery arena, which limits its size of business.
Perfetti has won the suit against Candico that was filed 9 years ago over the latter's trademark.
Every brand deals with different challenges and strategies at different points in time and communication needs to change accordingly.
McCann Erickson India is turning into an export hub for the group's worldwide advertising services and this includes the creative side too.
Confectionery giant Perfetti Van Melle India is experimenting with new forms of communication
Globally, Perfetti Van Melle ranks third in the confectionery sweepstakes after Mars and Cadbury. But in India, it leads the pack with a 25 per cent share of the Rs 3,000-crore (Rs 30 billion) per annum market
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Big brands are keen to tie up with IPL for advertising purposes.
Sameer Suneja, 41, will take over as the chief executive of Perfetti Van Melle from October 1.
The four major Hindi general entertainment channels -- STAR Plus, Sony, Colors and ZEE -- have all launched music and dance reality shows in the 9-pm slot on weekends.
With India's communication needs outstripping neighbours', companies are finding it easier for campaigns to be either based out of or outsourced to Indian agencies.
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