Hindware has appointed Mullen Lintas to handle its creative duties.
The agency will be responsible for creating a new narrative for the brand in the sanitaryware category.
The account was won post a multi-agency pitch and will be handled by Mullen Lintas’ Gurugram office.
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 and 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.”
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 and design and our focus would be to consolidate the brand equity for Hindware based on these values and benefits. We are excited about this partnership and look forward to creating a new narrative in this category.”
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