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TBWAIndia wins creative mandate for Modern Food Enterprises

MUMBAI – Modern Food Enterprises Pvt. Ltd (MFEL), the iconic bread and bakery brand, and a leading national player in its segment, announced the appointment of TBWA\India as its creative agency, with immediate effect.

MFEL, now part of the Everstone Group, was established in 1965 and is a highly respected and trusted brand in the bread and bakery category, a category that MFEL essentially created in India. TBWA\India has been entrusted to manage the brand’s communications with a view of helping the company achieve accelerated growth and making it more contemporary for today’s audiences.

Commenting on the appointment, Govind Pandey, Chief Executive Officer, TBWA\India said, “India’s bread and bakery category is enjoying incredible growth due to increased incomes, changes in lifestyles, tastes and preferences. After a highly competitive pitch, I’m very proud of TBWA\India’s ability to deliver a novel and unique way to market the brand in micro markets using the SoLoMo (SocialLocalMobile) approach.


MFEL is future focused with an adept understanding of its customers, and it looks to explore opportunities in the creation of new and engaging brand experiences for its valued customers,” added Pandey.

Abhijit Dube, General Manager, TBWA\India says, “Winning the creative mandate of Modern Food is a matter of immense pride for us. Our creative team has led the creation of a refreshingly new social narrative for this brand according to today’s times. We look forward to embark on a successful journey with Modern Food and build on the glory of Modern brand.”

Aseem Soni, CEO, MFEL, for his part, said: “TBWA demonstrated an unparalleled understanding of social media. We believe that this, coupled with a unique strategy backed by innovative tools and superlative creativity, will be a tremendous support for our business as we move forward. Together we are excited about the opportunity to disrupt and make a greater impact on the Indian market.”

Bread is the second largest segment in the bakery category within India, with cookies and biscuits, cakes and pastries being the largest. While North and Western India are the largest consumers of bread in the country.

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