Vasmol assigns creative duties to Soho Square

Hair colour and care brand from Hygienic Research Institute assigned without formal pitch process

Feb 05, 2016 09:24:00 AM | Article | Campaign India Team

HRIPL (Hygienic Research Institute) has assigned Vasmol's brand duties to Soho Square. Soho Square's Mumbai office will handle the account. There was no pitch involved. 
Ashish Chhabra, joint managing director, Hygienic Research Institute, said, “Our search for a strategic partner for our flagship brand Vasmol concluded with Soho Square as it has the O&M legacy and a rich brain pool. We look forward to this association, towards making Vasmol the most preferred brand in the hair color and care categories.”
Samrat Bedi, office head, Soho Square, said, "As a brand, Vasmol has been around for close to 60 years and is pretty dear to the Indian consumer. The challenge is to maintain that equity, while also helping the brand lead the way in the modern context… It is our responsibility as much as it is HRIPL’s.”
Shashank Lanjekar, Sr. VP - strategic planning, Soho Square, added, “When you look at a brand like Vasmol, you see its potential to be a leader, considering the huge following it already has… Now is the time to consolidate that position and ensure that the communication resonates with this generation.”