MUMBAI: Carlsberg India has appointed Saatchi & Saatchi, Delhi as its creative partner.

As part of the mandate, Publicis Groupe‘s agency will handle all communication development for the Carlsberg and Tuborg beer brands in India.

The association between Saatchi & Saatchi and Carlsberg globally dates back to the 1970s when Carlsberg’s tagline, ‘Probably the best beer in the world’, was created by the agency for the UK market.

Carlsberg India marketing director Subodh Marwah said that they have an ambition to ‘be the fastest growing beer company in India‘ and believe that Saatchi & Saatchi would help to deliver the desired results.

‘We selected them as they have a mature understanding of the issues and opportunities and are not just able to articulate that, but also manifest it in creative and impactful ways. This is what we are looking for, and which is what they have demonstrated on the other global brands they work on. They are also our advertising agency in a few other countries and the best practices and insights sharing would give additional perspectives,‘he concluded.

Saatchi & Saatchi India CEO Kamal Basu added, ‘We are excited about our partnership with Carlsberg India; we have a strong vision for the brand and we‘re looking forward to implementing it the Lovemarks way.‘