Vigor Media Worldwide has won the public relations mandate for Hiffin following a multi-agency pitch, marking a step towards strengthening the brand’s communication strategy and market presence in the creator economy.
As part of the mandate, Vigor Media Worldwide will focus on shaping Hiffin’s overall communication approach, with an emphasis on building visibility and reinforcing its positioning within the camera accessories segment. The partnership aligns with Hiffin’s broader growth plans as it looks to expand its footprint among photographers, filmmakers and content creators.
Hiffin operates in the camera accessories category, offering products such as tripods, lighting equipment and gimbals. The brand’s proposition centres on delivering accessible, reliable and easy-to-use gear, catering to a wide spectrum of users within the creator ecosystem. Its communication strategy is expected to reflect this positioning by highlighting practicality and consistency in product performance.
Vikas Sehgal, managing director, Hiffin, said, “India’s creator space is growing, and with that, expectations from gear are also changing. People are looking for equipment that works well but doesn’t feel out of reach. Our focus has been to keep things practical and reliable for a wide set of users. As we look to expand further, we are onboarding Vigor Media Worldwide, known for their expertise in building strong brand communication.”
The mandate is expected to focus on establishing a clear and consistent narrative for Hiffin, particularly as competition intensifies in the creator tools category. The agency will work on developing structured communication initiatives that align with evolving consumer needs and usage patterns.
Hiffin’s distribution strategy supports its growth ambitions, with products available across e-commerce platforms such as Amazon and Flipkart, as well as quick commerce platform Blinkit. In addition, the brand has a retail presence across more than 300 stores, enabling both online and offline access for consumers. This omni-channel availability is expected to be integrated into its communication strategy to drive awareness and consideration.
Nikhil Singhal, founder, Vigor Media Worldwide, said, “We are glad to partner with Hiffin, a brand that is building its space in the creator-driven market. As the demand for quality creator tools continues to rise, it becomes important to communicate a clear and consistent brand narrative. Our focus will be on strengthening Hiffin’s visibility and supporting its growth through structured communication initiatives.”
The appointment reflects a broader trend of brands in the creator economy investing in specialised PR and communication strategies to differentiate themselves. With increasing demand for high-quality yet accessible equipment, brands are focusing on storytelling that resonates with both professional and emerging creators.
Vigor Media Worldwide brings cross-sectoral experience spanning real estate, education, lifestyle, FMCG, hospitality, healthcare, technology and consulting, among others. Its expertise in handling diverse portfolios is expected to support Hiffin in building a cohesive and scalable communication framework.
Through this partnership, Hiffin aims to strengthen its brand presence while continuing to expand its distribution and engagement within the creator community, positioning itself as a practical and dependable choice in the camera accessories segment.
