Gurgaon: m/SIX, GroupM’s youngest outcome-based agency, has partnered with South Indian restaurant chain Dindigul Thalappakatti to handle its creative and integrated media duties. The agency will be responsible for strategy, creatives, media planning, social & performance management of the brand.

Speaking on the association, m/SIX India's head and senior VP Saket Sinha said, “Team m/SIX is delighted to have a legacy restaurant chain on board. The food industry has always been India’s favorite and is always at the forefront. With m/SIX’s data intelligence and our DNA 'Xcellerator', we will take the brand to newer heights. With Dindigul Thalappakatti’s wide presence in India and internationally, and our team’s enthusiasm, m/SIX will further strengthen the restaurant’s position and derive significant outcome.”

Dindigul Thalappakatti CEO Ashutosh Bihani said, “We at Dindigul Thalappakatti 'DT' are proud of serving unique and authentic food to customers made out of our safeguarded secret recipes of over three generations. As we fast forward our growth in various parts of Southern India and Sri Lanka, we are happy to partner with 'm/SIX' as our media agency. m/SIX’s agility and consumer-centric approach made us confident of maintaining our leadership in our home market and achieving similar brand relevance in identified target markets.”

The restaurant's deputy brand manager, Anita Gupta said, “DT has embarked upon an exciting journey of growth and expansion. We are certain that m/SIX’s strategic vision and deep domain understanding of the category will help the brand unlock new growth levers. We are all excited and looking forward to a great journey ahead."