Creative Inc. has been selected by bakery chain Monginis as its agency for NCR and Jaipur post a multi-agency pitch.
The agency has specifically been hired for the North region. Creative Inc. will be the strategy agency for all offline mandates and will guide the brand on integrated marketing. However, its stated prime mandate is digital and social in the North.
Mongini’s currently runs more than 1,300 outlets across India, with more than 40 outlets in Delhi.
The agency’s Delhi office will manage the account and will be led by Charu Nathan, Strategy and Creative Head; and Pramit J, Head of Strategy.
“This mandate came as an absolute delight to me personally as I have grown up having Monginis cupcakes and pastries. Food, especially QSR marketing, is tough business. The opportunity to infuse a fresh energy into a legacy brand like Monginis is challenging as well as super exciting at the same time. Consumer preferences and trends in the food industry are constantly evolving and our rich experience of having made a success of BreadTalk in North India was also a huge winning factor for us,” said Nathan.
Aliasger Khorakiwala, Executive Director, Monginis, added, “Creative Inc. was the obvious choice because what they brought to the table was exactly what we needed for the brand. Their approach to our requirement was unique, modern, well-thought and made complete sense. The best thing about the association is that Ms. Nathan and the best of talent from the agency are at the forefront of the account as an extended arm of brand Monginis.”
Bahnik Biswas and Aastha Kataria would be senior resources on the account, informed an agency statement.
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