Sujata Appliances, a maker of juicers, mixers and grinders, has appointed Soho Square to handle its creative mandate following a multi-agency pitch. The agency's Gurgaon office will handle the business.
Akhil Agarwal, founder and CEO, Sujata Appliances, said, “Sujata has been known for its quality products and attention to detail. We are driven by a singular vision – ‘To create without compromise’. We are a successful name across HORECAs (hotels, restaurants and catering) and want to foster our credentials in household space. Soho Square came up with a perfect strategy for the brand which was in line with our vision for the brand and ambition for the coming years. Their fresh approach and undying energy was what we were seeking in our brand partner. We aim for a long and productive partnership.”
Dip Sengupta, SVP and head of advertising, Soho Square, New Delhi, said, “We were very excited about the win. Despite being a three-plus decades old brand, we felt that Sujata’s story has not been told to the audiences yet. Sujata’s products are unarguably the best in the category and our single-minded approach will be to communicate this. While the brand has performed extremely consistently in the commercial environment by establishing its product superiority decade after decade, it’s time to create an interesting narrative for the brand targeting the household segment. The brand has big ambitions for itself in the coming years and we are very excited to be part of this phase.”