Benetton India partners with Dentsu X-cubic for digital media

By

Isabelle Crossley

Published
Jan 28, 2020

Italian clothing brand Benetton has partnered with creative agency Dentsu-X and its dX-cubic team, which will take over digital media duties for the business in India, starting from January 2020.

 
As Benetton continues to expand its brand presence in India, the business has made Dentsu X (formerly Dentsu Media) responsible for its buying, media planning, and strategy across all digital platforms, Livemint reported. The incumbent agency on the account has also been named as Group M’s media agency Wavemaker India.
 
“Benetton’s strength lies in its millennial consumer base who show a deep connection and love for the brand,” Benetton India’s managing director and chief executive Sundeep Chugh said, Livemint reported.

“Adapting with the changing times, Benetton wants to be innovative and upbeat with digital communications and campaigns. We are excited to get Dentsu X on-board. The team shows excellent knowledge and dedication and we are hopeful of doing some very successful work together.”
 
“We are super excited to win and work on Benetton,” Dentsu X’s chief executive officer Divya Karani said, in a statement reported by Livemint.

“Partnering a strong brand, built upon innovation, with such a strong connect with the mercurial millennials is exhilarating. Given our ethos of delivering experiences beyond just mere exposures, this is right up our street. We look forward to a productive and enduring partnership."
 
Benetton entered the Indian market in 1991 and has brick-and-mortar stores across the country. The brand also retails online on multi-brand platforms including Amazon, Flipkart, and Shoppers Stop among others.