Quick look at new account wins/ retainers this week
dentsuMB wins Digital Creative mandate for Social Alpha
dentsuMB has bagged the digital creative mandate for Social Alpha. The account will be serviced from the agency’s Bangalore office.
For the record, Social Alpha is a multistage innovation curation and venture development platform for science & technology start-ups that aims to address the most critical social, economic and environmental challenges. It supports mission-aligned entrepreneurs through a network of innovation labs, startup incubators, accelerator programmes, seed funds and market access mechanisms. Since its inception in 2016, Social Alpha has nurtured more than 200 start-ups including 60+ seed investments.
As per the mandate, dentsuMB will develop the communication framework and create campaigns that showcase the initiatives across Social Alpha’s social media assets. The focus will be on the core mission of the brand, which is to create social, economic, and environmental impact through the power of innovation and entrepreneurship.
Indrajeet Mookherjee, Managing Partner, dentsuMB said, “We are honored to partner with Social Alpha in their mission for bringing about change. It will be a unique journey given the nature of services that Social Alpha provides and the divergent startup sectors it works with. At the heart of Social Alpha, is a clearly defined purpose ‘of making a difference to the lives of millions’ and we hope to collaborate on bringing these beautiful stories of impact and change to a larger audience.”
Manoj Kumar, CEO & Co-Founder, Social Alpha added, “At Social Alpha, we work with innovators who are on a mission to solve some of the most complex challenges of humanity with entrepreneurial risk-taking. While we take extreme pride in what our startups do, we needed help in communicating the inspiring work of our portfolio companies with an intent to attract more innovators and enablers to this emerging sector.”
Tonic Worldwide acquires digital creative mandate for So Good
Tonic Worldwide has bagged the digital creative mandate for So-Good. As part of the mandate, Tonic Worldwide will be working towards building the brand’s integrated digital creative strategy.
"By collaborating with Tonic Worldwide, the So Good brand wants to establish its leadership position in the plant-based category. We feel there is a synergy in the innovative approach of our brand that resonates with the fresh approach that Tonic Worldwide has towards creating a consumer-centric brand with their strategic thinking. I am confident that together with Tonic Worldwide, we will be able to build a brand that carves out a niche in the consumer's mind, a healthy, 'So Good' option of a beverage," said Rohit Bhagat, General Manager, Life Health Foods India.
Unmisha Bhatt, Co-Founder, and Chief Strategy Officer, Tonic Worldwide, said, "This is a passion category for us, and it's exciting to be a part of the brand journey when there is an opportunity for category expansion. Growing a plant-based beverage brand in a country where dairy is a staple is not only challenging but gives us an opportunity to do some exciting things that disrupt the market. What we aim to do is give people more and more reasons to consume the product and increase the versatility and scope of usage beyond the niche."
The account will be handled out of the agency’s Mumbai office.
Zebpay appoints Lowe Lintas as its creative agency
Zebpay has appointed Lowe Lintas Bangalore to manage its creative duties. The scope of the agency primarily includes conceptualising the brand’s positioning and communication strategy across digital and offline mediums.
In the business of cryptocurrencies since the year 2014, Zebpay is one of India's earliest and most trusted crypto exchanges. The brand has achieved dizzying heights on the back of a growing userbase and increasing interest. The cryptocurrency space in India continues to expand and attract the attention of investors and builders despite being underlined with fear, uncertainty and doubt. This is a testimony to the growth potential the industry has, especially in a country like India where there is dearth of neither talent nor capital. With many players in the space emerging so quickly, it will be imperative for the brand to establish itself as the most reliable, safe and investor-friendly cryptocurrency trading platform.
Speaking on the onboarding, Rohit Machado, Vice President – Marketing, Zebpay said: “We are delighted to partner with Lowe Lintas as our mainline communication agency in our mission to make crypto accessible to millions of investors across India. Our combined capabilities will allow us to build meaningful relationships with our users while allowing us to capitalise on exciting opportunities in this hyper-competitive market.”
Commenting on the win, Sonali Khanna, Executive Director and Branch Head, Lowe Lintas Bangalore said, “Cutting edge products deserve out-of-the-box communication solutions. This is why we are so excited to be playing a critical role in Zebpay's journey. While the category presents unique challenges, we believe the Zebpay – Lowe Lintas partnership has a distinct advantage with respect to product features and strategic thinking. As we've done with so many brands, we look forward to putting Zebpay ahead of the rest."
The creative mandate will be handled by the Bangalore office of Lowe Lintas.
Yellophant Digital bags digital mandate for 1Rivet India
Yellophant Digital, an alliance of Merge Infinity Global, acquired the digital mandate for 1Rivet India, a tech-based consultancy firm, headquartered in the USA. The mandate includes entire social media responsibilities for the brand from ideation to execution. The Mumbai-based agency secured the mandate in a multi-agency pitch and will work towards building up the brand’s presence online.
1Rivet is a US-based IT strategy and consultancy firm that helps clients to expand their business growth. It further assists them with new talent acquisition and facility management. The agency will manage the brand’s social media presence on platforms such as Instagram, Facebook, and LinkedIn. Yellophant Digital also plans on launching the brand on any new platform that can help the brand maximize its reach.
Harikrishna Nair, CEO, 1Rivet India, said “It has been a pleasure to work with Preksha and her team at Yellophant. We have engaged Yellophant Digital to manage our digital presence and we are happy with the way they've run the program so far. The Yellophant Digital team is responsive and easy to do business with. It’s definitely worth having a conversation with them if you’re thinking of investing in your company’s social media presence.”
Preksha Seth, Co-Founder, Yellophant Digital, said, “We are thrilled to be working with 1Rivet India. There is so much commonality between us, especially a shared vision of what the organization should communicate online. With both our teams being young and dynamic, it shall be an exciting collaboration. I’m eager to kickstart the project and elevate 1Rivet India’s online presence.”
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