CREAMBELL AWARDS INTEGRATED MANDATE TO DENTSU

Creambell has awarded its Rs 40 crore integrated media and creative mandate to Dentsu, with Carat India and Dentsu Webchutney leading media and creative duties. The shift from WPP to a single-agency model coincides with Tushar Taneja’s appointment as Head of Marketing, marking a renewed focus on brand building and growth.

Ice cream brand Creambell has awarded its integrated media and creative mandate to Dentsu, consolidating its marketing responsibilities within the network. The account, estimated to be worth close to Rs 40 crore, will now be jointly handled by Carat India and Dentsu Webchutney, marking a significant shift to a single-agency model.  

Previously managed by WPP, the move signals Creambell’s intent to streamline its communications strategy by unifying media planning, buying, and creative execution under one umbrella. This consolidation is expected to deliver sharper efficiencies, stronger brand storytelling, and a more cohesive consumer engagement approach across platforms.  

Carat India will lead the media planning and buying duties, while Dentsu Webchutney will take charge of creative responsibilities. Together, the agencies will craft integrated campaigns designed to strengthen Creambell’s presence in India’s competitive ice cream market, where brand differentiation and consumer loyalty are increasingly driven by innovative communication and digital-first strategies.  

The timing of the mandate aligns with a leadership change at Creambell. In March 2026, Tushar Taneja was appointed Head of Marketing at Devyani Food Industries Limited, the parent company of Creambell. His appointment, confirmed via his LinkedIn profile, reflects the company’s renewed focus on brand building and market expansion. Taneja’s leadership is expected to play a pivotal role in shaping Creambell’s marketing vision, particularly as the brand leverages Dentsu’s integrated capabilities to drive growth.  

Industry observers note that the Rs 40 crore account win underscores Dentsu’s growing influence in India’s FMCG and food categories, where integrated mandates are becoming increasingly common. By consolidating creative and media duties, brands aim to achieve greater synergy, reduce fragmentation, and ensure consistent messaging across consumer touchpoints.  

For Creambell, the partnership with Dentsu represents a strategic step towards enhancing its brand equity and consumer connect. With Carat India’s expertise in media and Dentsu Webchutney’s creative strength, the collaboration is poised to deliver campaigns that blend sharp insights with engaging storytelling, reinforcing Creambell’s position in the premium ice cream segment.  

As the summer season intensifies competition in the category, Creambell’s move to entrust Dentsu with its integrated mandate signals its ambition to capture consumer attention with cohesive, impactful campaigns that resonate across traditional and digital platforms.