DSP BlackRock Mutual Fund splits creative between Lowe and Taproot Ind

Mutual Fund player DSP BlackRock has decided to split its creative business between Lowe and Taproot India. JWT is the incumbent on the brand.

Talking about the decision to split the creative mandate between Lowe and Taproot India, a company spokesperson told Campaign India, "It seemed like it was time to look at a fresh perspective on the brand. So we invited six agencies to take part in the pitch, that included the incumbent JWT. The ideas that Lowe and Taproot presented seemed more in line with the communication objectives that we have set out for the brand."