Soho Square bags Good Company Coffee's creative mandate

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | January 23, 2015
The Australia-based cafe chain aims to penetrate the in-home coffee consumption segment.

Soho Square, Mumbai, has won the advertising duties of Good Company Coffee following a multiagency pitch. The company currently runs a chain of cafes in Australia. It aims to penetrate the growing in-home coffee consumption segment in India. It will market coffee machines, flavoured coffee, hot chocolate and tea-pods, which are slated for a launch later this year.

Samrat Bedi

Says Sachin Sabharwal, managing director, Good Company Coffee, "Our products will be targeted to quality and lifestyle conscious individuals who would love to indulge in a great shot of espresso or when the mood takes over can also have hot chocolate and tea variants in the comfort of their home. It is this resonance of passion and quality in each cup that we found in the Soho Square team which we feel will translate into a big launch idea."

Samrat Bedi, head of office, Soho Square notes, "This launch comes close on the heels of another successful one - Bisleri Urzza. It's great to know that marketers want to partner with Soho for their new brand launches. It's a challenge we seem to love too." Adds Shashank Lanjekar, senior vice president, account planning, "With the lines between the kitchen and the living room increasingly blurring, marketing image-appliances to home-makers has become very interesting. Moreover, with coffee consumption showing impressive growth in recent times, the coffee machines from Good Company are just the kind of offerings which we hope to create excitement for, in the urban markets."

Soho Square is an integrated marketing communication network in Asia Pacific. In India, it has units in Mumbai, Bangalore and Delhi. Soho Square Mumbai's client roster boasts clients such as Bisleri and Urzza, Franklin Templeton, Prism Cement, Bajaj Electricals, BJP, H&R Johnson and Good Company Coffee.