Groupe SEB India picks Bang in the Middle as creative agency

Groupe SEB India has roped in Bang in the Middle (BITM) as its integrated communication partner across mainline and digital for its Maharaja Whiteline and Tefal product range.

The company had put the creative account on review and floated a multi-agency pitch, which BITM won subsequently. The assigned mandate encompasses mainline advertising, BTL activities, retail marketing, and social media. 

The agency will work closely with Groupe SEB to expand Tefal's product range, while also helping to increase Maharaja Whiteline's market share within its current category. It is a homegrown Indian brand acquired by Group SEB while Tefal is a global name in premium cookware and small domestic appliances.

BITM had executed a campaign for the company last year that rebranded Maharaja's Majestik as a modern, tech-forward brand through a TVC. “For us this is a very prestigious win as this comes on back of executing the Maharaja Duramax Mixer Campaign which did very well in the market. Our task is to build perception for both Maharaja and Tefal. Tefal is an equally exciting brand in the premium cookware space”, Naresh Gupta, co-founder and managing partner, Bang in the Middle told Campaign India.

Emphasising on the significance of company’ growth this year, Jasjeet Kaur, vice president, marketing, Groupe SEB India, said, "This year is pivotal for us as we introduce new products across categories. Innovation is at the core of our legacy, driven by new technologies, creativity, and a forward-thinking approach to meet emerging consumer trends. We aim to leverage creative marketing methods to strengthen our position in the Indian market as we continue our path of innovation and growth" 

"We are thrilled to be selected as the creative partner for Groupe SEB. The brief we’ve received is very exciting, and we are dedicated to creating campaigns that are as distinctive as the brand’s offerings”, Rajiv Mathur, chief operating officer, BITM added.

Groupe SEB India Pvt. Ltd is the Indian subsidiary of the French multi-national Groupe SEB. Founded in 1857, the company owns global brands like Tefal, Moulinex, WMF amongst others.