Creambell has awarded its integrated media and creative mandate to Dentsu, signalling a major strategic shift in the brand’s marketing approach. The account, estimated to be worth nearly ₹40 crore, was previously managed by WPP.
Under the new partnership, media responsibilities will be handled by Carat India, while creative duties will be led by Dentsu Webchutney. The move consolidates both functions within Dentsu’s network, enabling a unified strategy across media planning, buying, and creative execution.
This transition reflects Creambell’s move toward a single-agency model designed to improve campaign consistency, speed of execution, and integrated storytelling as competition intensifies in India’s ice cream market.
The mandate comes alongside significant leadership changes at parent company Devyani Food Industries Limited. In March 2026, Tushar Taneja was appointed Head of Marketing for Creambell. With more than 16 years of experience, he joins from McCain Foods and has previously worked with brands including Emami and United Breweries.
Earlier, Komal Anand was named Chief Executive Officer of Creambell Ice Cream. Bringing over 24 years of FMCG leadership experience, he previously served as Managing Director of Havmor Ice Cream.
The Dentsu win, combined with these leadership appointments, signals Creambell’s aggressive push to strengthen brand visibility and market share through sharper, more integrated marketing efforts.
