Lotte India, part of the global Lotte Group and a major confectionery player, has appointed Dentsu Creative as its creative agency partner following a multi-agency pitch. The account will be managed out of the agency’s Chennai office.
The mandate covers Lotte’s entire portfolio, including Choco Pie, Pepero, and the Joee & Toffee range spanning Coffy Bite, Eclairs, Coconut Punch, Lacto King, Caramilk, Chewits, Lolly Bliss, Lotte Juicies and Joee. Dentsu Creative will lead brand strategy, creative development and integrated campaigns across these brands, kicking things off with a new campaign for Pepero, Korea’s No.1 snack brand, in India.
The timing is deliberate. With Korean entertainment, beauty, food and lifestyle steadily shaping Indian consumer preferences, Lotte India is positioning Pepero to ride that cultural wave, with campaigns built to connect meaningfully with Indian audiences.
Rachna Anbumani, VP and Head of Marketing at Lotte India, said the brand was looking for a partner who understood its ethos and portfolio, and found that fit in Dentsu Creative’s enthusiasm and capabilities.
Indrajeet Mookherjee, President – Integrated Client Management at dentsu, called confectionery an emotional, impulse-driven category, and framed the win as proof of Dentsu’s data-driven creative approach to building consumer connections.
Priya CM, Senior VP at Dentsu Creative, echoed the excitement, noting the category’s scope to push creative boundaries and spark genuine conversations.
With this win, Dentsu Creative steps into a category built on nostalgia and impulse, tasked with giving Lotte’s flagship brands – and Pepero’s India debut – a fresh cultural push.
