afaqs!

Infectious bags creative duties of Pied Piper

By Rashmi Menon , afaqs!, Mumbai | In Advertising | October 31, 2013
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The pest repellent brand will be launched by MNR Marketing.

Pied Piper

Rahul Bafna

Ramanuj Shastry and Nisha Singhania

MNR Marketing has appointed Infectious as its creative partner for its soon to be launched pest repellent brand, Pied Piper. The agency won the business after a multi-agency pitch process, which started in August this year. Under the mandate, the six-month-old agency will be responsible for Pied Piper's branding, identity, packaging and brand communication.

The Mumbai-based company claims that the brand is a first of its kind intelligent pest repellent product. It is non-messy, chemical-free, ultra sound and provides permanent solutions, unlike other products in the market. The company, which has been in the B2B space, has for the first time entered the B2C space with this product. While the technology already exists in the US, this is the first time it will be launched in India. MNR Marketing has soft launched the product a week ago. It is believed, the full launch will happen in about two months.

Meanwhile, Infectious has worked on the brand's name, logo and package till now.

Rahul Bafna, director, MNR Marketing, says they decided on Infectious because it had strong credentials as well as passion to deliver something they believed in. "The young enthusiastic team gets under the skin of the product, understands consumer needs and then creates work. This is a quality which perfectly fits the needs of any entrepreneur," Bafna states.

Ramanuj Shastry, co-founder and director, Infectious, says that Pied Piper is a game changing product, which can have a far reaching positive impact on urban home sanitation and health. "The challenge is to design communication that is as effective and simple as the product itself," he says.

Nisha Singhania, co-founder and director, Infectious, adds that it's always an honour when a client entrusts one with its brand. "We are in the process of creating a campaign for them. Depending on the learnings from the soft launch, we might use various media - digital, activation or television - to promote the product. We hope to make Pied Piper a leader in pest repellent solutions," she says.

Some of the other brands handled by Infectious include HCL, DNA and UBQOOL.com.

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