DDB Mudra Group bags MuscleBlaze's creative mandate

DDB Mudra Group, a part of the Omnicom/DDB Worldwide Group, has won the creative duties for MuscleBlaze – a sports nutrition brand. As a part of the mandate, the agency would be responsible for its digital and brand strategic planning. The account was won following a multi-agency pitch.

The agency’s Gurgaon unit, led by Jaipal Singh, director - brand engagement, DDB Mudra North will manage the account while Tushar Handa, senior strategist, DDB Mudra North will handle the strategic front.

Speaking about the win, Deepak Nair, chief growth officer, DDB Mudra Group, says in a company statement, “...Since its launch, MuscleBlaze’s quality products have helped the brand create a band of loyalists, whose numbers are growing by the hour. We are excited to partner with MuscleBlaze to aid their growth story in India. I am sure that creating conversations for this brand will be an absolute delight."

Sumeer Mathur, Sr. vice president and head-strategic planning, DDB Mudra North, adds, “Muscle Blaze is a big brand of the future; in terms of what it offers to the fitness enthusiast and how it’s marketed. With respect to us, it offers an opportunity to put to test our new way of thinking and working, where a handpicked team of specialists, work on a business.”

Founded in 2012 by Healthkart, an online vendor of health products, MuscleBlaze is one of the top private labels in the nutrition and supplements business. In 2016, Healthkart raised Rs. 80 crore in a round of funding from existing investors like Sequoia Capital India amongst others.

Commenting on the association, Sameer Maheshwari, founder and managing director, MuscleBlaze says, “As we forge ahead aggressively to change the fitness landscape of India, we needed an agency that thinks strategically and has a superlative creative product. DDB Mudra exhibited a keen understanding of the category and customer during the pitch process. We look forward to build brand MuscleBlaze with them."