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The Marcom Avenue, a leading 360-degree marketing agency, is pleased to announce its latest achievement in securing the performance marketing mandate for the prestigious brand, PriyaGold. The collaboration aims to amplify PriyaGold's digital presence and engagement with its diverse customer base.



As part of this partnership, The Marcom Avenue will leverage its expertise in data-driven insights, creative content, and cutting-edge digital strategies to enhance PriyaGold's brand visibility and market reach. The agency will focus on driving measurable results, optimising customer acquisition, and increasing overall brand performance.



"The Marcom Avenue is thrilled to have been entrusted with the performance marketing mandate for Priya Gold. We are excited to work with a brand that is synonymous with quality and innovation in the food industry," said Ms Divanshi Gupta, Director at The Marcom Avenue. "Our team is committed to delivering exceptional results, and we look forward to helping PriyaGold achieve new heights in the digital landscape."



By partnering with The Marcom Avenue, the brand aims to strengthen its digital marketing efforts and maintain its position as a trusted choice among consumers.



Manas Agarwal, director, Priya Gold, stated, "Partnering with The Marcom Avenue would prove to be instrumental in leveraging our strengths, amplifying Priya Gold's narrative, and expanding our market reach to a remarkable audience. Their team has consistently demonstrated their expertise in the marketing field and has gone above and beyond to understand our unique requirements. Their efforts have played a significant role in positioning Priya Gold as a preferred choice for snacks and confectionery products. We are excited to continue this partnership and achieve new milestones together."

 

The successful collaboration between PriyaGold and The Marcom Avenue stands as a testament to the power of strategic marketing and client-centric solutions. As they embark on their partnership journey, both entities remain committed to driving innovation and delivering exceptional results in the world of snacks and confectionery products.

The Marcom Avenue bags PriyaGold's performance marketing mandate

mSix&Partners, the outcome-based agency of  GroupM, has won the integrated media and social duties for Hamdard Laboratories, the oldest Unani medicine makers in the country. The agency won the account following a competitive multi-agency pitch and will be handling all aspects of media including television, print,  radio, digital, out-of-home, and cinema from its Gurgaon office.


The mandate will cover the medicine portfolio which includes brands like Safi, Cinkara, Roghan Badam, Shirin, Joshina, and more. 


Abdul Majeed, Chairman, Hamdard Laboratories (Medicine Division) said, “We found mSix&Partners’ strategic approach quite wholesome. We believe that together, we can  achieve our goals.”


Subhamay Mukhopadhyay, Managing Partner, mSix&Partners India, said, "We're thrilled  over our alliance with Hamdard Laboratories (Medicine Division) and our shared goal of boosting business success through our diverse teams at mSix&Partners. This partnership 
allows us to offer complete brand solutions, enhancing customer experiences. With  Hamdard's rich heritage and commitment to innovation, we aim to elevate their reputation and contribute to a healthier, thriving community."


GroupM's mSix&Partners bags Hamdard Laboratories integrated media and social mandate

A round-up of the agencies who have scored new clients and big businesses. Catch the key business wins and new accounts bagged by the country’s leading legacy and new agencies.


L&K Saatchi and Saatchi and Dunkin’ India


Integrated agency, L&K Saatchi & Saatchi has secured the integrated creative and digital mandate for Dunkin', a coffee and doughnut brand from Inspire International. L&K Saatchi & Saatchi will be responsible for managing both the mainline and digital creatives of the brand.


Under this mandate, the agency will provide brand-building solutions and strategic launches for Dunkin'. While its digital arm, Saatchi & Saatchi Propagate, will oversee Dunkin's social media and digital content strategy.



Grapes and Siyaram’s


Integrated communications agency, Grapes has bagged the digital mandate for Siyaram’s, a textile manufacturing company. The mandate was won after a multi-agency pitch.


Grapes will be handling the brand’s end-to-end digital strategy and digital marketing needs, which will include both creative and media responsibilities. The agency will also be managing the brand’s owned media platforms like the brand’s website and social media platforms. This will be in addition to providing search engine optimisation (SEO) services. 



Zoo Media and Goldmedal Electricals



Advertising and marketing agency Zoo Media Network has won the digital marketing mandate for Goldmedal Electricals. The mandate was won through a multi-agency pitch.



The mandate includes full-funnel creative and media services, which will be managed by Zoo Media Network’s flagship agency, FoxyMoron. Pollen, the influencer marketing agency of Zee Media Network, will curate influencer campaigns for the brand.



Bang in the Middle and Mother’s Recipe



New-age communication company Bang In The Middle has bagged the mainline creative mandate of Desai Foods’ Mother’s Recipe, a brand of pickles, condiment pastes, chutneys and papads.



The mandate spans across mainline advertising, below the line (BTL) and retail. Bang In The Middle will partner with Mother’s Recipe in expanding the share and footprint of the brand in India and across the globe. 


WYP and Kapiva


Martech startup, Wondrlab's creative arm, WYP, has won the creative mandate for Kapiva, a global Ayurvedic D2C brand. WYP was chosen as Kapiva’s agency following a competitive multi-agency pitch.


Sociowash and Burger Singh


Integrated advertising agency Sociowash has secured the digital marketing mandate of Burger Singh, the homegrown burger chain in India. 


As per the mandate, Sociowash will deliver solutions including creative, video production, influencer marketing, WhatsApp marketing and performance marketing. 


Compiled by Kashmeera Sambamurthy

Biz Moves: L&K Saatchi and Saatchi, Grapes, Zoo Media Network, Bang In The Middle and more

Wondrlab's creative arm, WYP, has  won the creative mandate for Kapiva, a global Ayurvedic D2C brand. WYP was chosen as Kapiva’s agency following a competitive multi-agency pitch.


Rakesh Hinduja, co-founder and managing partner at Wondrlab, said, "In an era where Ayurveda is gaining immense traction on the global stage, securing Kapiva's business mandate is a thrilling achievement. Kapiva, which was launched as a modern Ayurvedic nutrition brand, holds a unique place in today's wellness landscape. We are enthusiastic about harnessing our creative acumen to amplify Kapiva's brand story. This partnership is an opportunity to create impactful narratives that not only celebrate Ayurveda's universal appeal but also resonate with Kapiva's diverse audience. By marrying our creative expertise with Kapiva's Ayurvedic legacy and contemporary approach, we aim to craft campaigns that inspire healthier living on a global scale."


Shantanu S, co-founder from Kapiva, said, "Ayurveda has been gaining prominence across the globe as a preventative medicine system- breakthrough research and innovation have been conducted in the space in the past few years.  As a front-runner in the industry, we believe in constantly pushing the needle to increase awareness and adoption. Keeping the same principle in mind, we have collaborated with  Wondrlab. Through this partnership, our aim is to empower consumers globally with holistic and modern solutions."

Wondrlab's WYP has won the creative mandate of Kapiva

L&K Saatchi & Saatchi has secured the integrated creative and digital mandate for Dunkin', a coffee and doughnut brand from Inspire International. As part of the partnership with the India team, L&K Saatchi & Saatchi will be responsible for managing both the mainline and digital creatives of the brand, operating from its Gurgaon office.


This partnership aims to help Dunkin' in relaunching the brand in India, where the focus will be on the international range of coffee, doughnut menu and international fusion food. The partnership aims to boost Dunkin’s brand presence across various channels and broaden its national reach. 


Under this mandate, L&K Saatchi & Saatchi will provide a full spectrum of brand-building solutions and strategic launches for Dunkin', while its digital arm, Saatchi & Saatchi Propagate, will oversee Dunkin's social media and digital content strategy.


Paritosh Srivastava, chief executive officer, L&K Saatchi & Saatchi and Publicis Worldwide India said, "When Jubilant Food Works, India’s largest food service company, trusts its legacy brand Dunkin’, one of the world’s largest coffee and doughnut chains, it is a matter of immense pride and huge responsibility for us at Saatchi & Saatchi India. As with most of our wins, what is even
more exciting is that it’s an end-to-end integrated communication mandate, which further proves the strength and success of ‘Power of One’ for Publicis Groupe in India. The win is a testimony to our strong footprint in the North, where we have won many respected
businesses in the last year or so under the able leadership of Hindol and Rohit. As we embark on this sweet journey with Dunkin', we are eager to craft a delicious narrative that lives up to their legacy. I am confident that the team will do a stunning job of sprinkling some Saatchi magic on Dunkin's already-perky brand."


Rohit Malkani, joint national creative director at L&K Saatchi & Saatchi added, "“How often do you get to work on a legacy brand that’s nearly 75 years old!? How often do you get to work on a brand that you want to sink your teeth into(literally) everyday!? Dunkin’ has been a creative smorgasbord from the time we started work on the business. The opportunity to create differentiated work in the QSR space is drool worthy and the team at Dunkin’ are the perfect match to dress up this Brand in a new avatar. A bit like a donut and coffee!”


Chitrank Goel, executive vice president and business had, Dunkin expressed, “I am absolutely thrilled about the incredible opportunity to collaborate with L&K Saatchi & Saatchi. Their reputation for innovative and impactful campaigns resonates with Dunkin's core values
of positivity and fun. The prospect of combining our creative energies and expertise fills me with anticipation for the remarkable and memorable projects that we will undoubtedly create together. This partnership is a truly exciting step forward, as we want to reach more
consumers to DUNK-IN in our coffee and bakery more often.”


L&K Saatchi and Saatchi bags the integrated creative account of Dunkin’ India

Desai Foods, the owner of the Mother’s Recipe – a leading brand of pickles, condiment pastes, chutneys and papads, has handed its mainline creative mandate for its entire range of products to Bang In The Middle. 

The agency’s mandate spans across mainline advertising, BTL and retail. Bang In The Middle will partner Mother’s Recipe in expanding the share and footprint of the brand in India and across the globe. The agency has already started work on the brand.

Commenting on the development, Sanjana Desai, executive director - Desai Foods, said “We are on an ambitious journey in India and the globe. Mother’s Recipe is a strong brand and we are looking at building it aggressively. Our pickles range is unique and with more and more offerings being added to our portfolio across categories, consumers are discovering authentic regional and global flavours. We are looking at rapid market expansion. Bang in the Middle has been tasked with building our offerings in most persuasive way.”

Rajive Mathur, chief operating officer, Bang In The Middle, said “It’s more than a pleasure to be working with Mother’s Recipe. As India’s leading brand name in their category, and with their already prominent foray into Pickles, Pastes, Chutneys and Papads; we are more than thrilled to be with them on their culinary journey into the kitchens and dining tables of India. With the coming months bringing in festivity to India, we’d surely want to be part of the celebrations.”

Bang in the Middle is an independent agency handling clients like Pearson, TATA AIA, AJIO, Orientbell, News18, Bath & Bodyworks, HCCB, Medanta amongst others.


Mother’s Recipe assigns Bang In The Middle its creative duties

Grapes, an integrated communications agency, has won the digital mandate for Siyaram’s, a name in the Indian fabric and garment manufacturing industry. The mandate was won after a multi-agency pitch and the account will be serviced by the agency’s Mumbai office.

 

As part of the mandate, Grapes will be handling the brand’s end-to-end digital strategy and digital marketing needs. It will include both creative and media responsibilities. The agency will also be managing Siyaram’s owned media platforms like the brand’s website and social media platforms, in addition to providing  search engine optimisation (SEO) services. The partnership aims to leverage the extent of digital tools and techniques to enhance the brand’s visibility, engagement with a wider audience, and amplify their digital footprint.

 

N Gangadhar, vice president – marketing, Siyaram Silk Mills, shared his perspective, "We deeply understand men’s clothing needs and have made it our mission to deliver products and an experience that resonates with the modern gentleman. We have always believed in being at the cutting edge of innovation and technology, and this new partnership with Grapes is a step in that direction. Strengthening our digital presence opens up new and exciting avenues to engage with our customers. We are confident that this partnership will be significant in our journey of transformation."

 

Commenting on the partnership, Shradha Agarwal, co-founder and chief executive officer, Grapes expressed, “Siyaram’s has a rich legacy and a profound understanding of the textile industry, and we are thrilled to partner with a brand synonymous with high fashion in India and across the globe. Our team is geared up to work hand-in-hand with Siyaram’s to shape the future of their online visibility and redefine their digital narrative through a targeted, relevant and consistent communication strategy."

 

Grapes bags the digital mandate of Siyaram's

Online food ordering and delivery platform Swiggy, whose media mandate rests with Havas Media Group India, has called for a media review, Storyboard18 has confirmed.

The value of the account stands at Rs 200-250 crore. The account is handled by Havas Media Group India which won the business in 2016.

In the last few months, the company saw some high-profile exits. Recently, Anuj Rathi, the senior vice president (SVP) of revenue and growth of the company quit after a stint of more than seven years at the food-delivery startup. Rathi was in charge of product, marketing, growth, financial services, and partnership at Swiggy. Ashish Lingamneni, vice president (VP), head, brand and product marketing, and Nishad Kenkre, VP, head, revenue and growth, Instamart, also left the company in May 2023.

According to media reports, Swiggy, the Softbank-backed food delivery company, is eyeing a 2024 stock market listing and has initiated talks with bankers to assess its valuation. In May 2023, Swiggy announced that its core food delivery business had turned profitable, nine years after starting operations, even as its newer grocery delivery service, Instamart, continues to make losses. 




Swiggy puts its media account up for review

Swedish home goods chain IKEA is streamlining its global advertising and branding. The company has roped in McCann to handle this exercise. The account will be led by the agency's Madrid office. This is a big win for McCann. The agency, recently, lost its Verizon account, which it had held since 2015, to Ogilvy. McCann has been working with IKEA in several markets in US and Europe since many years. 

As per the new mandate, McCann is assigned to work on campaigns that focus on reinforcing IKEA’s mission of “creating a better everyday life” for all consumers, according to the press release. The work will begin this month and hit markets by spring.

The move does not impact regional relationships. In February 2023, IKEA had called for a creative pitch India. Storyboard18 was first to report about it. In April, the company hired Leo Burnett as its creative partner for the Indian market. IKEA’s marketing team was well-invested in the three-month creative pitch in India. 

<a href="https://www.storyboard18.com/quantum-brief/ikea-india-to-onboard-leo-burnett-india-as-its-new-creative-partner-sources-6899.htm">Read More: IKEA India to onboard Leo Burnett India as its new creative partner</a>

IKEA ropes in McCann for handling its global branding

Sociowash, an integrated advertising agency, has secured the social media mandate of LEAD, a school Edtech company, in a multi-agency pitch. Under the mandate, Sociowash will be responsible for boosting LEAD’s social media presence and increasing the brand visibility of the edtech school brand by deploying creative campaigns, from the agency’s Mumbai office.


By harnessing the power of social media platforms including Facebook, Instagram, Twitter, YouTube and LinkedIn, Sociowash will help LEAD expand its reach and engage school owners, educators, and parents. 


Commenting on the win, Raghav Bagai, co-founder, Sociowash, said, “We are thrilled to partner with LEAD in their mission of making excellent learning accessible and affordable for every child in India,  with a focus on boosting student confidence by building 21st-century skills such as Communication, Collaboration and Critical Thinking. Through this collaboration, Sociowash will leverage its extensive experience and industry insights to develop and execute Social Media strategies that align with LEAD's core values and objectives.”


Anupam Gurani, chief business and marketing officer, LEAD, said, "At LEAD, we believe in the transformative power of education and technology.  Partnering with Sociowash allows us to harness the potential of Social Media to further our mission of revolutionizing schooling in India. We are excited to collaborate with Sociowash in crafting engaging campaigns that connect with our diverse school audience and inspire positive change."




BIZ MOVES

Quantum Brief

The Marcom Avenue bags PriyaGold's performance marketing mandate

Quantum Brief

GroupM's mSix&Partners bags Hamdard Laboratories integrated media and social mandate

Quantum Brief

Biz Moves: L&K Saatchi and Saatchi, Grapes, Zoo Media Network, Bang In The Middle and more

Quantum Brief

Wondrlab's WYP has won the creative mandate of Kapiva

Quantum Brief

L&K Saatchi and Saatchi bags the integrated creative account of Dunkin’ India

Quantum Brief

Mother’s Recipe assigns Bang In The Middle its creative duties

Quantum Brief

Grapes bags the digital mandate of Siyaram's

Quantum Brief

Swiggy puts its media account up for review

Quantum Brief

IKEA ropes in McCann for handling its global branding

Quantum Brief

Sociowash bags the social media mandate of LEAD, a school edtech company