Confectionery brand Loyka scouts for advertising agency

Navi Mumbai-based confectionery brand Loyka is looking to boost its brand presence across India and has called for a competitive pitch to hire an advertising agency.

Sources close to the development have shared with Campaign that the brand is looking to position itself as a premium entity and achieve top-of-the-mind recall for gourmet gifting in India.

The pitch has been called for an upcoming project. Several independent agencies across India have been invited to participate in the pitch, which is currently underway in the company’s head office in Navi Mumbai.

Sources also told Campaign that Loyka is aiming to promote its signature product line of brittles, and wants the chosen agency to position it as a new alternative to chocolates.

Just about six years into its operations, the brand is now looking to solidify communication to its target audience that goes beyond its organic reach. Thus, the brief to the agencies includes conceptualisation of digital videos, communication for social media, OOH and print.

Loyka is a premium packaged gourmet treats brand by August Assortments, a firm founded by a first-generation entrepreneurial couple Aditya Kagliwal and Aanchal Loya. Its products are available through e-commerce and quick commerce platforms as well as over 15,000 retail outlets in India.

Campaign has reached out to Loyka to confirm this information. More as the story develops.