Mullen Lintas Mumbai bags creative mandate for Saffola Honey and Soya ranges | The Financial Express

Mullen Lintas Mumbai bags creative mandate for Saffola Honey and Soya ranges

As per the company, the agency has set up a new multi-disciplinary team to handle the mandate for the new Saffola brands.

Mullen Lintas Mumbai bags creative mandate for Saffola Honey and Soya ranges

Mullen Lintas Mumbai has been awarded the creative mandate for Saffola Honey and Saffola Soya following a multi-agency pitch. As per the company, the agency has set up a new multi-disciplinary team to handle the mandate for the new Saffola brands.

It was a great challenge that was posed by the marketing brief, to create a distinct brand narrative in a category that has seen the dominance of one brand, Hari Krishnan, Chief Executive Officer, Mullen Lintas, said. ” We were able to define the business objective and the problem definition sharply and then we went on to identify consumer insights that were rooted in some category/product truths which could help build a new narrative in a category where the purchase decision is almost habitual or routine,” he added.

Saffola claims to offer a range of heart-healthy foods and a line of products that have been formulated to integrate health into everyday life. The honey market in India reached a value of INR 21.1 billion in 2021. Going forward, experts expect the market to reach INR 38.3 billion by 2027, exhibiting a compound annual growth rate (CAGR) of 10.31% during 2022-2027, it further claimed.

Also Read: CommerceIQ appoints Varun Srivastava as VP engineering, India 

Follow us on TwitterInstagramLinkedIn, Facebook

Get live Share Market updates and latest India News and business news on Financial Express. Download Financial Express App for latest business news.

First published on: 24-11-2022 at 17:52 IST