General Mills picks creative agency for India

General Mills has appointed Leo Burnett its integrated communication account, following a multi-agency pitch.According to General Mills, Leo Burnett’s HumanKind approach and rich experience in “redefining the purpose” for brands played a key role in its appointment. For the account the HumanKind approach will cut across ATL, digital, retail, activation and shopper marketing channels.Salil Murthy, marketing director, General Mills India, said, “Getting the right creative partners on board is an important first step in realising our growth potential in India.""There is incredible opportunity for us as Indian consumers are increasingly opting for better quality food products that make their lives healthier, easier and richer. Looking ahead, GM will expand its product portfolio and back that with strategic communication to truly win with consumers," he said.Saurabh Varma (pictured), CEO – South Asia, Leo Burnett added: “In the era of changing consumer trends and lifestyles, we have a clear mandate to redefine the purpose for General Mills and boost consumer preference and loyalty for all their brands, namely – Pillsbury, Nature Valley, Betty Crocker and more."