Account Wins: Pitchfork Partners, Leo Burnett Orchard

WorkIndia Appoints Pitchfork Partners For Its Corporate Communication Mandate

WorkIndia has appointed Pitchfork Partners Strategic Consulting as its public relations counsel. WorkIndia will lean on Pitchfork’s expertise to strengthen its position as an organization dedicated to enabling blue-collar employees to find jobs based on their skills.

The company has built a fully automated technology platform that enables geo-tagged, dynamic, algorithm-based hiring that requires minimum or no human intervention. Founded in 2015, WorkIndia aims to organize the blue-/grey-collar sector so that employers can connect to the right employees, and that every worker can get a suitable job.

Kunal Patil, Co-Founder and CEO, WorkIndia, said: “While the white-collar segment’s behaviour is well documented, the blue- and grey-collar segment behaves very differently when it comes to recruiting. Our larger goal is to provide meaningful livelihoods to the 258 million blue-collar workers in India and we believe that Pitchfork Partners shares our passion and beliefs. We see a huge opportunity for sustained growth and Pitchfork has the credentials to assist us.”

Jaideep Shergill, Co-founder, Pitchfork Partners, said: “We are pleased to associate with WorkIndia given its leadership position in this massive blue-collar marker. It’s a great opportunity to assist WorkIndia achieve its vision through strategic and insights-driven communication.” 

Ace Turtle Appoints Leo Burnett Orchard As Creative Partners For ‘Lee’

Ace turtle has named Leo Burnett Orchard as the creative partner for its Licensed Brand Lee. The agency will now strengthen the brand positioning of Lee at ace turtle. The account will be handled by the agency’s Bangalore office.

Nitin Chhabra, CEO, Ace turtle comments, “We are excited to onboard Leo Burnett Orchard as our creative partner in our journey of building Lee as the most preferred denim brand in the country. Leo Burnett Orchard has one of the most lauded portfolios in the creative industry. This appointment accelerates and emphasizes the importance of strategic thinking, strong digital platform understanding and the creative approach. We are very excited to be partnering with Leo Burnett Orchard to continue our growth.”

Speaking about the win Dheeraj Sinha, CEO & Chief Strategy Officer - South Asia, Leo Burnett mentions, “Lee is a brand with a strong heritage. Denim brands have always been looked upon as a reflection of the culture and sentiment of the current times. This partnership gives us an opportunity to strengthen the brand through relevant cultural interventions which not only resonate with the youth but helps the brand achieve its business goals. We look forward to using our data-backed, creative approach to create a platform which will be relevant to the youth and help the brand build a strong connect with its audiences.”

Adding further Gaurav Dudeja, Executive Vice President & National Head, Leo Burnett Orchard says, “We are absolutely thrilled to be working with an iconic brand like Lee. Denim brands have always been representative of breaking stereotypes and we are looking forward to building a new age narrative for the brand. We are confident that our data- backed, platform first approach will help us build an engaging narrative for the brand and are looking forward to working together.”