Triton Delhi has bagged the creative and media
duties for Seabuckthorn Indage, the fruit juice division of wine major Chateau Indage. To begin with it will handle the company's fruit juice brand Leh Berry.
Industry sources estimate the account to be worth around Rs 2 crore. Two more agencies were believed to be in the fray.
Varun Kumar Mittal, chief operating officer, Seabuckthorn Indage, says, "Triton will handle the complete communication strategy for the company beginning with Leh Berry." He adds, "We chose Triton because we felt that the agency was on the right track and would be able to deliver what we were looking for."
Vivek Srivastava, executive director, Triton, Delhi, says, "The general perception till today is that fruit juices are for people who are ill or infirm. Our challenge is to push Leh Berry into the consumer's daily life. In fact, this brand will take the entire juice category to the next level."
Leh Berry has been rated as the No.3 juices and nectar brand by Tetrapack after Real and Tropicana.
Leh Berry is a fruit juice made from a small golden fruit, Sea-buckthorn berry, which is a storehouse of over 100 nutrients, vital for proper body functions. They are highly rich not only in oxygen, but also contain eight essential vitamins, 24 minerals, 18 amino acids and anti-oxidants. Seabuckthorn berry is the richest source of Vitamin C for which it has been duly hailed as the king of Vitamin C and is a veritable mine of vitamins A, E, B, K and P.
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