afaqs! news bureau

Mullen Lintas wins the creative duties for Hindware Sanitaryware and Tiles

The account was won after a multi-agency pitch and would be handled out of agency’s Gurgaon office.

Mullen Lintas Delhi, to handle the creative duties for Hindware, one of the most trusted Indian household name when it comes to sanitaryware and bath fittings. The business was won after a keenly contested multi-agency pitch process.

Mullen Lintas has a strong legacy of building brands delivering ‘unfair' share of attention that have become key differentiators for them in cluttered categories.

Speaking of the win by the agency, Hari Krishnan, CEO - Mullen Lintas said, “Purchase decisions when it comes to Sanitaryware used to be led by functionality and value. However, that’s not the case any longer and it’s not seen as an extension of personal space and expression. This is where Hindware has made a difference with its innovations & design and our focus would be to consolidate the brand equity for Hindware based on these values & benefits. We are excited about this partnership and look forward to creating a new narrative in this category.”

Commenting on the association, Charu Malhotra, vice-president, marketing, Hindware said, “Hindware is known for Design Excellence, Innovation and Quality. Our products are backed by extensive consumer research and Insights. We have been evaluating different partners to further build the Hindware brand equity through sharp and relevant consumer insights and creative expressions. For us what stood out about Mullen Lintas was how the Strategy & Storytelling came together in perfect sync and of course the passion and enthusiasm the team brought to the table. We look forward to some stellar work being developed for the brand.”

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