Mullen Lintas to handle Dr Vaidya's creative mandate

The win strengthens Mullen Lintas’ relationship with the RPSG Group

Sep 27, 2021 07:40:00 AM | Article | Campaign India Team

Mullen Lintas has won the creative mandate of RPSG Group's ayurvedic healthcare brand Dr Vaidya's. This adds to the agency's relationship with RPSG Group, as it handles the company's snacking brand Too Yumm. 
According to a statement from the company, Mullen Lintas won the business on the back of its creatives and its alignment to the strategic vision for the brand.
The agency will be responsible for crafting the brand’s strategy and communication as it starts afresh post its acquisition by the RPSG Group last year. 
Rajeev Khandelwal, CEO FMCG, RP-Sanjiv Goenka Group, said, “We were looking for an agency that could understand our brand’s intent and could partner with us in making our growth plan into a reality, and Mullen Lintas we believe is the right partner. We are impressed by the team’s strategic approach on Dr. Vaidya’s and are confident of their creative and digital capabilities as demonstrated over the years on Too Yumm!”
Hari Krishnan, CEO, Mullen Lintas, said, “We have been brand partners to the RPSG Group since 2017 and are delighted to take this association forward with Dr. Vaidya’s. The brand operates in a rapidly growing category and we are excited to partner with the client team to deliver effective strategies and creative solutions to deliver an unfair share of attention for Dr. Vaidya’s.” 
The account will be handled from the agency's Mumbai office.