BBH India wins Viber's creative duties

Mobile app provider Viber has handed BBH India the creative mandate for its India business, following a multi-agency pitch. Viber has a subscriber base of 300 million registered users, of which 16 million are from India.

BBH India will develop the brand architecture and positioning, besides rolling out consumer-focused engagement modules across traditional and new age platforms, informed an agency statement.

Anubhav Nayyar, country head, Viber India, said, “Viber as a brand has been growing rapidly, especially over the last six months in India. We were looking at a creative partner that understands this category and is disruptive in their thinking. After evaluating a number of agencies, we believed BBH India had the best understanding of our requirements and was therefore the preferred choice.”

Sanjay Sharma, head - planning, BBH India, said, “IM apps are increasingly becoming the most important aspect of a mobile phone and this is creating a lot of energy in this category. We are very happy to partner Viber and look forward to create some exciting work.”

On the pitch, Russell Barrett, CCO and managing partner, BBH India, said, “When you have fun, it reflects in the work. And we had a blast on the Viber pitch. The trick is to keep having fun as we go on to create the work that a global, dynamic, exciting brand like Viber needs.”