Berger Paints appoints dentsu X as media partner

By Zion Rufus

Berger Paints, a prominent player in the Indian paint industry and a global leader in paints and coatings, has chosen dentsu X, the media agency from dentsu India, to handle its media account.

This collaboration represents a significant development in the media landscape, and both parties are poised to leverage their expertise to drive the brand’s growth and deliver impactful campaigns.

The decision came after a competitive pitch process, and dentsu X will serve the account from its Kolkata office

Anita Kotwani, CEO Media, South Asia, dentsu, will lead the team in developing cutting-edge strategies to drive the brand’s commercial success.

The agency will be responsible for media strategy, planning, buying, and execution, with a focus on enhancing brand equity through offline channels such as print, television, and radio nationwide, according to the company’s press release.

Commenting on this achievement, Kotwani said, “The addition of Berger Paints to our portfolio is highly significant. It marks a new chapter in dentsu India’s journey, characterized by a renewed sense of purpose and clear direction. Our network has been actively participating in competitive pitches, with a strong focus on securing remarkable victories that propel us toward an exciting future. We firmly believe in driving meaningful transformations, embracing change, and nurturing our talented workforce to deliver client-centric solutions and exceptional services.”

Kotwani further added, “Dentsu has played a pivotal role in propelling numerous brands on a growth trajectory, leveraging our distinctive data-driven, consumer-centric design thinking, and strategic expertise. We have been at the forefront of deploying innovative media and content concepts to establish brand equity and ensure sustained brand growth. However, efficiency and effectiveness remain paramount in our approach. The win of Berger Paints symbolizes the recognition of our strategic approach, and we are privileged to form a partnership with such a formidable brand.”

KK Sai, Senior Vice President and Head of Decorative Division at Berger Paints, who led the project, expressed his confidence in the dentsu X team, stating, “The insights brought to the table by the dentsu X team, along with their integrated media approach, promise to bring innovation and vibrancy to Berger’s media campaigns.”