Top Ramen consolidates its advertising duties with Dentsu

09 Feb,2012

By A Correspondent


Top Ramen, the instant noodle company from Indo-Nissin, has consolidated its advertising duties with the Dentsu India Group. Dentsu Communications has been already handling the creative duties and now with media, too, coming under its umbrella, Dentsu has consolidated the entire business.


The media duties were earlier being handled by Madison Media. The size of the business in the last financial year was close to Rs10 crore and is slated to scale upwards and be in the range of Rs15 crore.


Confirming the development, MNVV Prasad, General Manager, Sales and Marketing, Indo-Nissin Foods Ltd, said: “At this juncture we were looking at integrating our communication. Since Dentsu is already partnering with us for creative, we decided to consolidate the media with them too.”


He added: “The instant noodle market has undergone tremendous change in the last two years, especially with international players coming into fray and the existing ones going aggressive. Top Ramen has been a leader in the world in this category and scores in innovative product strategy. We hope to combine our advantages and come out with a strategic communication that will differentiate us from others. We want to grow on the basis of our different positioning in this category.”


Top Ramen has been competing with Nestle’s Maggi much before Knorr, ITC’s Yippee or GSKs Foodles came in the fray. Sensing competition, Top Ramen has gone aggressive on its marketing plan in the last two years and even signed on Saina Nehwal to feature in its advertising, which is a shift from its earlier strategy.


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