Mullen Lintas to cook up Marico’s Saffola Honey and Saffola Soya's creative

Account won post a multi-agency pitch

Nov 25, 2022 10:17:00 AM | Article | Campaign India Team

Mullen Lintas and Marico have extended their partnership with the agency bagging the creative mandate for Saffola Honey and Saffola Soya. The account was won following a multi-agency pitch.
Mullen Lintas was working on the creative mandate for Saffola Gold, Saffola Oats (Masala and Plain) and Saffola Oodles.
With this, the agency has set up a multi-disciplinary team in Mumbai to handle the mandate for the Saffola brands.
Hari Krishnan, chief executive officer, Mullen Lintas, said, “Forgive the pun but this win is too sweet! It was a really exciting challenge that was posed by the marketing brief, to create a distinct brand narrative in a category that has seen the dominance of one brand. We were able to sharply define the business objective and the problem definition and then we went on to identify consumer insights that were rooted in some category/product truths which could help build a new narrative in a category where the purchase decision is almost habitual or routine. We look forward to partnering with Marico in building a distinct brand space for Saffola Honey and Soya.”