By A Correspondent

Madhur Sugar has awarded its creative duties to Triton Communications.

Virendra Saini

Commenting on winning the business, Virendra Saini, Executive Director, Triton Communication said: “Winning this business is a very momentous thing for us as an agency. Sugar is a very low involvement product and consumers are generally unaware about the ill effects of consuming loose sugar. In such a scenario it is quite a challenge for a brand to penetrate the market, change habits and become a household name. Our key challenge will be to convert more and more households to move from loose sugar to Madhur Sugar. All our past experience in converting commodities like oil, atta, besan etc. to brands will be useful in meeting this challenge and we are quite looking forward to it.”

Added Falgun Bhatt, Head, Marketing at Shree Renuka Sugars: “Brand Madhur is in a really sweet spot now. While it has been the undisputed no.1 sugar brand, it has further increased the lead with an over 27 per cent growth y-o-y. With Triton Communications, the builder of many iconic brands, coming on board as a brand partner, all the blocks are falling in place for a disruptive and transformative growth. We are very excited and looking forward to a great journey ahead.”