Dentsu India has bagged the strategic and creative mandate for Vieda, a newly-launched personal care brand by The Synthite Group.
The account was won following a multi-agency pitch. The mandate kicks off with bathing bars and hair oil products. The company is looking to extend its product portfolio with shampoo and toothpaste in the months to come, informed a statement.
Ashok Mani, MD and CEO, Intergrow Brands, (a company of Synthite Group), said, “At Synthite, we truly believe that everything revolves around the product, and that great brand communication will always entail the same in simple, yet most powerful ways. We don't look for vendors or agencies but we look for partners who understand our language and share our dreams. At Dentsu, we see a lot of what we want from our partner. Their understanding of how the product intertwines with brand communication will definitely help in setting us apart from the rest as we start on this new journey to build one of the finest personal care brands in the country.”
Simi Sabhaney, CEO, Dentsu India, said, “We are looking forward to creating effective work for this brand, which has been conceived and created on a wholesome philosophy."
Vidya Sankar, VP, Dentsu India, added, “We were completely overwhelmed by the product differentiation that Vieda had to offer. Dentsu will complement it by out-of-the-box creative and strategic direction that would surely up the game and shake the teeming category.”
Vieda has launched in Kerala in phase one. It will soon be expanding to the rest of South India before making an all India foray.