Fruitbowl Digital, a full-service interactive media agency has won digital and social duties of the household beverage brand, Society Tea from the Hasmukhrai & Co consortium. The account was won following a multi-agency pitch.
Commenting on the win, Dedeepya Reddy, co-founder, Fruitbowl Digital, shares in a press release, "Being associated with one of the biggest names in the business, has thus been incredibly exciting. A day in every Indian household begins with the aroma of a beautiful pot of tea and almost any situation calls for a cup. It is this connect the Indian society has with tea that we wish to extend through the digital space. Keeping the consumer at the centre of it all, just as Society Tea has done through the years, the challenge for us now is to humanise the brand and have their social media pages reflect who they are."
Karan Shah, director, business development, Society Tea adds, "Today's audience is a tough cookie to crack; not everything is talked about or remembered. Engaging content only works if you've created a strong consumer connect. Fruitbowl has shown that they can work in these grey areas and give us the 'different' we are looking for. The aim now is to be digitally as impactful as the brand has been in this incredible country over the years."