The agency will be responsible for shaping the brand’s performance marketing by edgy communication and a strategic, top-line generative approach to advertisements.

The mandate was bagged as a result of the two entities being aligned in lines of their vision and ethos of how a brand must be positioned and grow.

The mandate entails creating an e-commerce platform responsible for enabling direct online sales of their brands like Bella, Bella Cotton, Bella No 1, Seni, Happy in the Indian subcontinent.

The agency will be responsible for shaping the brand’s digital journey by striking the right balance between data driven approach and creative conceptualization.

As per the mandate, Cryptic Intel is responsible for the strategy, planning and execution of social media, online and offline communication for the brand.