Arun Sudhaman 21 Apr 2014 // 1:06PM GMT
MUMBAI — Cadbury has moved PR duties in India to Perfect Relations as it gears up to change its name to Mondelez India.
The decision sees Cadbury shift the business from Edelman India following a competitive review. It is understood that the incumbent agency declined to pitch for the business.
Perfect Relations is charged with overseeing corporate PR duties for a company that is investing heavily in Indian expansion, despite being the existing market leader.
According to data from Cadbury parent Mondelez, sales growth of Cadbury's Indian brands slumped to the 'low teens' in 2013. India is one of the world's fastest-growing chocolate markets, with Cadbury growing by 21% in 2012 and more than 30% in previous years.
The dip in growth has been attributed to a tougher economic environment. Cadbury's rivals in India include Nestle and Ferrero, both of whom have been aggressively marketing new products.
Meanwhile, Cadbury's name change to Mondelez India, in line with the global transition to its parent company identity, is not expected to affect its key brands in the country, which include Cadbury Dairy Milk, 5 Star, Gems, Bournville, Perk, Celebrations, Choclairs, Halls, Bournvita, Tang and Oreo. All of these will continue to be marketed and sold under their existing brand names.
A Cadbury spokesperson confirmed the appointment of Perfect Relations. The company typically reviews PR duties in India every three years.
Cadbury's communications across South Asia and Indochina is headed by Ophira Samuel-Bhatia, who worked at Edelman until 2011.