Account Wins: Liqvd, Verve Media, Mullen Lintas, Genesis BCW

Liqvd Asia wins social media mandate for Vega

Beauty care brand Vega has awarded its digital mandate to Liqvd Asia. The agency will be responsible for leveraging the digital space to optimise the brand’s online visibility, and outreach across multiple relevant platforms, and engage its growing customer base. The agency will craft social media strategies and campaigns for the brand to highlight its innovation and offerings. Liqvd Asia won the account following a multi-agency pitch.

The agency's in-depth understanding of making brands relevant on social media, coupled with its consumer-centric approach and data-driven insights, was the decisive factor for the win.

Speaking about the win, Arnab Mitra, Managing Director, Liqvd Asia, said, “The beauty and grooming industry in the country is booming, thanks to the growing desire among both men and women to look stylish and feel good. VEGA is committed to its consumers, keeping its brand idea and ethos intact. It is a great brand to work with and will continuously challenge us to innovate and execute unique digital strategies. We look forward to create interesting content as there are many opportunities to communicate with target audiences via multiple touchpoints, and to enhance the brand into the digital space.”

Speaking on the occasion, Eiti Singhal, CMO, Vega Industries said, “As a brand, we are looking to reach out to more and more millennials & Gen Z’s in the digital space and have meaningful conversations with them. Our continuous endeavour is to inspire consumers about being comfortable in their own skin and grooming is the springboard for this self-confidence, comfort and joy. We are excited to partner with Liqvd Asia who has the expertise and insights in creating a top mind recall & consideration for the brand.”

Verve Media bags digital mandate for real estate investment platform

Verve Media takes up the responsibility of enhancing PropReturns’ brand visibility through strategic digital efforts.

With a prime focus on revolutionising the real estate investment space, PropReturns is a platform using which customers can invest in the country’s real estate through data and analysis. It even provides supplementary services to develop an end-to-end and hassle-free property investment experience.

According to the mandate, Verve Media will steer a comprehensive SEO strategy for the real estate investment platform. Analytically improving keyword results, search visibility, link building strategy, and optimising the website to get more organic traffic would be their areas of focus.

Jayant Panwar, Co-founder at PropReturns said, “We are excited to get associated with VERVE Media and looking forward to their services in building the operating system for one of India’s largest asset class - Real Estate. Our vision is to make Real Estate investment as simple and accessible as investing in stocks. PropReturns is also being used by leading Wealth Management Firms and Real Estate funds to invest in Real Estate.”

Saad Merchant, Co-Founder, Verve Media, commented on this association, saying, “Real estate investment space is the best form of long-term investment. Simplifying it and making it transparent for the investor is highly necessary to ensure this sector grows in the right direction. PropReturns commits to this. We, at Verve, will ensure PropReturns reaches out to new and experienced investors using the best of SEO techniques.”

Mullen Lintas wins the creative duties for ITC’s Fabelle

ITC's one-of-its-kind luxury brand of handcrafted chocolate creations, Fabelle, has recently awarded its creative mandate to Mullen Lintas. The agency will help the brand shift the perception of Fabelle from luxury chocolates to unparalleled, distinguished chocolate experiences.

Over the past few years, while India has seen consumers buying chocolates for everyday consumption rather than just special occasions, the market for premium chocolates is also growing - the emergence of multiple players in the premium chocolate space being one of the key indicators. India's chocolate market, valued at US$ 1.9 Billion in 2020, represents one of the fastest-growing chocolate markets in the world. A study done by IMARC Group pegs the market growth at a CAGR of 11.3% during 2021-2026. Fabelle must find its space in the consideration set of this rising segment of premium chocolate consumers.

 Commenting on its association with Mullen Lintas, Anuj Rustagi, Chief Operating Officer – Chocolates, Confectionary, Coffee and New Categories – Food Division, ITC Limited said, "Fabelle is on a journey to change the way Indians experience chocolates with our one-of-a-kind multi-sensorial indulgences. With Mullen Lintas’s stronghold in strategic thinking and creative acumen, we look forward to strengthening our journey in the chocolate segment. With this partnership, we aim to redefine chocolate category codes."

 ITC's Fabelle is changing the way chocolates look, feel and taste. With a wide range of distinct offerings, Fabelle provides the ultimate luxury experience of handcrafted chocolate creations that activate senses like never before. Every piece of chocolate evokes a multi-sensorial appeal.

Commenting on the win, Hari Krishnan, CEO, Mullen Lintas said, “We are delighted to get an opportunity to partner ITC Foods & Fabelle. Fabelle is a multi-sensorial, luxuriant, indulgence. Our challenge is to bring alive a whole new experience in indulgence for Fabelle. We were able to demonstrate an in-depth understanding of the consumer behaviour in the luxury category and the creative strategy & expressions were focused on redefining desire & indulgence. We look forward to crafting new stories for Fabelle.”

Mullen Lintas' Bangalore office will lead the account.

Genesis BCW Retains Truecallers' Mandate

Genesis BCW, the communications agency built to move people for some of the best global and Indian companies, announced its appointment as the communications partner for Truecaller, the leading global platform for verifying contacts and blocking unwanted communication. Genesis BCW was previously the India public relations agency of record for Truecaller in 2019.

Led by Genesis BCW’s north region, the partnership will focus on enhancing Truecaller’s brand image in India and building its thought leadership around making communication safe and efficient.  

“Truecaller is constantly innovating the user call experience,” said Deepshikha Dharmaraj, Chief Executive Officer, Genesis BCW and BCW India Group. “The brand has become synonymous with caller safety and spam blocking, and we are excited to partner with them again to take their thought leadership to the next level with our Earned-Plus offer.”

Genesis BCW secured this opportunity following a multi-level pitch process.