Cheil India, which comes under Cheil Worldwide SW Asia, has been appointed by L'Oreal Paris Casting Crème Gloss to handle its shopper marketing mandate. The agency is expected to create shopper experience through social media and use spaces in retail, modern trade and touch points evolving around L'Oreal Paris Creme Gloss products.
Krishnan says the idea behind shopper marketing is to convert the love for the brand to purchase for the brand. "The mandate for Cheil is to make sure that the brands' affinity and awareness convert to sales. This will be done by understanding shoppers' mindset, understanding consumer science and behaviour," he adds. He believes brands gain greater traction and loyalty from engagement and not just advertising.
John Koo, managing director, Cheil Worldwide SW Asia, says that the account wins are a great start of 2013. "Cheil has tremendous experience on consumer and shopper engagement and I am delighted that we will be seen in a new avataar," Koo says.