ADF appoints JWT for creatives

ADF Foods, earlier known as American Dry Fruits, has appointed JWT to handle its creative duties.

ADF Foods plans to re-launch in the Indian market. The agency is planning an integrated brand development plan - right from packaging and retail design to the final brand communication.

The brand has been present in international markets with ready to eat products and is known for its authentic Indian food. ADF owned Mother's Recipe brand of pickles but sold it to Desai Brothers in 2002.

Bimal Thakkar, managing director, ADF Foods, says, "We consider JWT an extension of our marketing arm. Besides having great creative skills, they also have an in-depth understanding of the Indian market. Together, we endeavour to 'spice up' the Indian consumer's palate."

Dhunji S Wadia, managing partner, JWT Mumbai, says, "The mandate is an end-to-end solution, where JWT will partner on the unification platform and include digital media, events and activation, besides mainstream advertising. This is both exciting and challenging and we look forward to working together."

Though on the international markets, ADF Foods is endorsed by Bollywood actor Juhi Chawla, in India she will not promote the brand