Glad U Came has secured the PR mandate for Alpino following a multi-agency pitch, reinforcing its presence in the lifestyle and wellness communications space.
Under the mandate, the agency will lead strategic planning and execution of integrated PR and influencer marketing campaigns, with a focus on strengthening Alpino’s positioning among fitness enthusiasts and health-conscious consumers. The scope includes driving awareness, engagement and brand recall through a mix of digital-first communication initiatives.
The account win reflects Glad U Came’s continued expansion in the wellness category, where brands are increasingly investing in narrative-led communication and creator partnerships to differentiate themselves in a competitive market. For Alpino, the mandate comes at a time when consumer preferences are shifting towards healthier and more mindful eating habits, creating opportunities for brands offering clean-label and protein-rich products.
The partnership will centre on building a consistent and credible brand narrative. The agency plans to deploy targeted media outreach, storytelling and creator-led collaborations to amplify Alpino’s visibility and connect with its core audience segments. This integrated approach is expected to align with evolving digital consumption patterns, where influencer advocacy and content-driven engagement play a significant role in shaping brand perception.
Alpino has established a presence in the nutrition segment with a portfolio that includes peanut butter and protein-rich snacks. Its product strategy focuses on accessibility, convenience and quality, positioning the brand as a practical choice for consumers seeking healthier alternatives without compromising on ease of use.
Maddie Amrutkar, founder, Glad U Came, said, “We are excited to partner with Alpino, a brand that is redefining how India approaches health and nutrition. Our focus will be on building a strong, relatable, and impactful brand narrative that resonates with today’s conscious consumers and positions Alpino as a category leader.”
Chetan Kanani, founder, Alpino, added, “We are delighted to have Glad U Came onboards as our PR partner. Their strong understanding of the media and digital landscape will play a key role in expanding our reach and strengthening our connection with consumers. Together, we aim to drive greater awareness around healthy living and make nutritious food choices more mainstream.”
The collaboration highlights the increasing role of integrated PR and influencer marketing in the health and wellness category, where brands are leveraging multi-channel strategies to build trust and drive consideration. As consumers become more discerning about nutrition and ingredient quality, communication strategies are evolving to focus on transparency, relatability and education.
With this mandate, Alpino aims to accelerate its growth trajectory while reinforcing its positioning as a key player in India’s health and nutrition ecosystem. For Glad U Came, the partnership adds to its portfolio of lifestyle and wellness brands, further strengthening its capabilities in delivering insight-led, digitally integrated communication programmes.
