Published on: July 2, 2026
Lotte India, one of the country’s leading confectionery companies and a part of the global Lotte Group, has appointed Dentsu Creative as its creative agency partner after a competitive multi-agency pitch. The business will be handled by Dentsu Creative’s Chennai office.
The partnership is aimed at strengthening Lotte India’s portfolio of well-known confectionery brands through strategic brand-building initiatives. Under the mandate, Dentsu Creative will oversee brand strategy, creative development and integrated marketing campaigns for key brands, including Choco Pie, PEPERO and the Joee & Toffee portfolio, which features Coffy Bite, Eclairs, Coconut Punch, Lacto King, Caramilk, Chewits, Lolly Bliss, Lotte Juicies and Joee.
The collaboration will begin with a new campaign for PEPERO, the brand’s flagship Korean snack, as Lotte India looks to expand its presence in the Indian market.
With Korean culture continuing to influence consumer preferences across entertainment, beauty, food and lifestyle, Lotte India plans to position PEPERO as part of this growing trend. Working alongside Dentsu Creative, the company aims to develop campaigns that enhance the brand’s relevance and build stronger connections with Indian consumers.
Rachna Anbumani, VP (head of marketing), Lotte India said, “Gearing up for a new PEPERO campaign, Lotte India was on the lookout for a strategic and creative partner who could understand our brand ethos and portfolio. With Dentsu Creative, we found a team that is passionate, enthusiastic and has excellent capabilities. We look forward to this partnership as we take our brands to the next level.”
Speaking on the win, Indrajeet Mookherjee, President – Integrated Client Management, dentsu added, “We are incredibly proud to partner with Lotte, an iconic name that has brought joy to households. This win is a testament to Dentsu’s data-driven creativity and our ability to connect brands with consumers in deeply meaningful ways. Confectionery is an emotional, impulse category, and we look forward to supercharging Lotte’s flagship brands and drive their next era of growth.”
Priya CM, Sr. VP, Dentsu Creative commented, “We are excited to partner with Lotte, one of the top confectionery brands in the world. This category offers tremendous scope to push creative limits, spark conversations, and have fun while building meaningful brand connections.”
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