Maharishi Ayurveda has appointed Grey to handle its creative duties post a multi-agency pitch. The agency's office in Gurugram will handle the master brand in India and globally.
Ram Shrivastava, director, Maharishi Ayurveda Products, said, “This is a crucial time for us to strengthen our foothold in the wellness segment, we have always been known for top quality Ayurveda products and we needed a creative partner to take this word out to health seeking consumers who can really benefit from what we have to offer. With the consumer insight and the creative approach, we feel confident in partnering with Grey India to take this mission forward."
Ramesh Yadav, global marketing head, Maharishi Ayurveda Products, added, “We liked the rigor in thinking, category understanding and similar challenger approach presented by Grey that gave us the confidence to have them on-boarded as our creative partners. We want to intensify our efforts in India as it’s an important and growing market. We re-looked at our brand strategy that involved brand revamp and certain strategic priorities in terms of category choices with an objective of making Ayurveda relevant to today’s audience by listening to their needs and requirements. The idea is to reach out to those who are pre-disposed to natural, herbal and Ayurveda, however, may be fussy but are willing to explore the category/products that cater to their lifestyle-related health issues. We believe team Grey will bring in a lot of value to our vision and will be able to contribute significantly to our journey.”
Yashaswini Samat, chairman and MD, Grey group India, said, "The Grey India team and especially Grey Gurugram is excited and geared to work with Maharishi Ayurveda. We feel the timing for such products and its offerings is key to addressing a number of issues people face today on a daily basis. From stress to aging to vitamin deficiencies, these problems are caused by natural circumstances and need a solution that also comes from a natural source, and Maharishi Ayurveda has those answers. At Grey we pride ourselves on our ability to turn communication into effective communication and the team is geared and ready to do famously effective work."
Maharishi Ayurveda was rolled out in 1987.