Puro Wellness, a food sector start-up that provides 'all-natural products', has appointed The Womb to handle its branding and communications duties. The company focusses on health and its first product to be rolled out is salt.
A spokesperson from the company stated, “Salt is like air and water. It is a primal need for life, yet so taken for granted. As India’s first clean-label company, we wanted a partner who could create dissonance even with a habitual purchase like salt, and in The Womb, we have found a thoughtful agency who not only get the emerging needs of Indians but also are adept at weaving diverse strands of thinking into cohesive brand stories. Puro’s brand challenge was very different but we could see the passion and enthusiasm in The Womb team to take this challenge head-on towards achieving Puro’s vision of a healthy India. We are confident that our healthy food solutions coupled with The Womb’s strategic and creative skills will help us build a connect with the masses and achieve our goal.”
Navin Talreja, founding partner, The Womb, said, “We are super excited to become Puro’s custodians. At the heart of the Puro brand is a great product – a salt that is infinitely better than all other salts. It is not just our pleasure, but also our responsibility to position and communicate the brand in such a manner that audiences take notice, and action. We, at The Womb, are proud to be increasingly associated with ‘good’ products.”
Kawal Shoor, founding partner, The Womb, added, “You can’t help but be charged with energy when you work with Ruchir (Modi). His passionate sharing of amazing truths about salt first made us change our salts in our kitchens. Isn’t that a test – when a client doesn’t have to persuade you to become his brand’s users? There’s so much nervous excitement about converting those stories to communication – and we’re sure that the campaign will shake people up a bit, and bring Puro centre-stage into the salt space.”