Published on: May 5, 2026
Ice cream brand Creambell Ice Cream has reportedly handed over its integrated media and creative responsibilities to Dentsu, marking a significant shift in its agency strategy.
The account, valued at approximately ₹40 crore, was earlier managed by WPP. With this transition, Creambell is moving towards a unified agency model, entrusting Dentsu with end-to-end duties spanning media planning, buying, and creative execution under one consolidated mandate.
In a parallel leadership development, Tushar Taneja has stepped in as Head of Marketing for CreamBell at Devyani Food Industries Limited. He took on the role in March 2026, as noted on his LinkedIn profile.
Taneja brings with him over 16 years of industry experience. Before joining CreamBell, he spent six years at McCain Foods, most recently serving as Category Planning Manager. His earlier stints include roles at Emami and United Breweries Limited. Over the years, he has worked across brand management, product innovation, launches, and digital campaigns, contributing to brands such as Fair and Handsome, Kingfisher, and McCain Foods.
Additionally, Komal Anand has been appointed Chief Executive Officer of CreamBell Ice Cream at Devyani Food Industries Limited. He joins from Havmor Ice Cream, where he served as Managing Director for over four years.
Anand brings more than two decades of leadership experience across the FMCG and food and beverage sectors. His career includes senior roles at PepsiCo, Reckitt Benckiser, Dabur, Reliance Retail, and McCain Foods. During his tenure at McCain, he oversaw multiple business functions, including sales, marketing, supply chain, and quality, playing a key role in building a profitable and scalable business.
Read more: Vi-John Appoints Dentsu X India for Integrated Mandate of Shaving Category
