While the size of the business could not be ascertained at the time of filing this report, it is said to be substantially high.
The agency's mandate for the initial three-four months will be to work to create an image for the brand. Next, the company plans to promote the new look amongst its own employees before rolling out a pan-India campaign.
At Grey, the presentation was led by Dip Sengupta, vice-president and branch head, Grey Delhi and Jaten Jais, associate vice-president.
"We will work on Alstrong from scratch, providing an identity and voice to the brand," says Sengupta.
According to Jais, the business will be an interesting one to work on as the demands and the consumers for the brands are different as compared to an FMCG brand.
This is the first time that the company has got a creative agency on board, as it is expanding to international markets and felt a need for the brand to have a face. The media planning and buying is currently managed in-house.