BBDO bags Wrigley's gum brand

India - Confectionery firm Wrigley's India is believed to have appointed BBDO India for creative duties for its chewing-gum brands Doublemint without a pitch. 

With its other brands like Orbit targeting adults and Boomer aiming at children, the group intends to tap the youth market through Doublemint.

Boomer and Orbit continue to be handled by DDB Mudra. The agency had been handling the creative duties for all the brands, including Doublemint, since it set up shop in India in 2007. Prior to that, the account was handled by Grey.

Wrigley's brands hold about 50% market share in India.

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