Mullen Lintas to handle creative duties for ITC’s Fabelle

No multi-agency pitch involved

Mar 02, 2022 11:19:00 AM | Article | Campaign India Team

ITC’s premium chocolate brand Fabelle has appointed Mullen Lintas as its creative partner.  
As per the mandate, the agency will help the brand shift the perception of Fabelle from luxury chocolates to distinguished chocolate experiences.
The account win did not involve a multi-agency pitch and will be handled by Mullen Lintas’ Bengaluru office. 
Anuj Rustagi, chief operating officer – chocolates, confectionary, coffee and new categories – food division, ITC, said, "Fabelle is on a journey to change the way Indians experience chocolates with our one-of-a-kind multi-sensorial indulgences. With Mullen Lintas’s stronghold in strategic thinking and creative acumen, we look forward to strengthening our journey in the chocolate segment. With this partnership, we aim to redefine chocolate category codes."
Hari Krishnan, CEO, Mullen Lintas, said, “We are delighted to get an opportunity to partner ITC Foods and Fabelle. Fabelle is a multi-sensorial, luxuriant, indulgence. Our challenge is to bring alive a whole new experience in indulgence for Fabelle. We were able to demonstrate an in-depth understanding of the consumer behaviour in the luxury category and the creative strategy and expressions were focused on redefining desire & indulgence. We look forward to crafting new stories for Fabelle.”