Karishma Lintas wins mandate for Paper Boat

By afaqs! news bureau , afaqs!, Mumbai | In Advertising | October 28, 2014
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The agency will now look into creative insights and solutions along with positioning and marketing for the juice brand.

Karishma Lintas, a Lintas group agency, has won the creative mandate for Paper Boat. The agency will now be looking at the creative insights and solutions for Paper Boat, and will also chart out strategic recommendation, positioning and marketing of brand Paper Boat across various media.

GV Krishnan

Neeraj Kakkar

Neeraj Kakkar, CEO, Hector Beverages, comments, "Design thinking is at the crux of Paper Boat and we believe that the same applies for Karishma Lintas. Backed by a strong team and disruptive ideas we were confident about our choice and the quality of deliveries. Karishma Lintas understands our brand sensibilities and their work has been inspiring."

Paper Boat, launched in 2013, is one of the fastest growing juice brands from Hector Beverages. Available in 11 flavours, Paper Boat's USP is that it is free of preservatives, colours and carbonation. The brand is backed by Sequoia Capital, Catamaran Ventures and Foot Print Ventures and is run by industry veterans, Neeraj Kakkar, James Nutall, Suhas Misra and Neeraj Biyani. Karishma Lintas' win comes after a multi agency pitch which also involved Happy Creative Services and Dentsu. The account was incidentally awarded to Fisheye Creative Solutions, Bangalore in August last year.

Says GV Krishnan, executive director, Karishma Lintas,"We admire the vision and purpose of brand PaperBoat aspiring to reduce cynicism in society and to reaffirm faith in life. We genuinely believe that we could win the heart of every Indian by emotionally connecting with his childhood memory and serving them a delicious traditional Indian drink to savour. We've had inspiring and transparent discussions with the founders of Paper Boat and are excited to create an awesome portfolio going ahead for Karishma Lintas."

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