Godrej Foods appoints AMO to handle XS brand

Godrej Industries - Foods Division has appointed AMO Communications to handle its new range of fruit juices under the brand name 'XS'. Godrej XS has been launched in five flavours in the 'nectar' category and two flavours in the '100 per cent juice' category.

Godrej executives say the decision to appoint AMO was taken after the agency made a creative presentation on how it will excite the consumer with its creatives.

Elvis Dias, managing director, AMO, says, "The XS brand will give us an excellent outlet to showcase our creative edge and put into action our tactical below-the-line strategies to the youth, our TG."

AMO, along with the XS brand team, has sub-branded the flavours with interesting names like Kiwi Kraze, Santra Swing, Triple Tickle, Berry Blast and Litchi Leap. The 100 per cent juice range has been branded "Only Juice".

With this win, AMO's billings will now cross Rs 30 crore. AMO also handles Infosys, Godrej & Boyce, Godrej Chai House, Godrej Noble House, Nissan and Goa Tourism and other businesses.

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