Mumbai: Puro Wellness, a new age food company that promises to bring holistic health to 125 crore Indians through its all-natural products, has aligned its branding and communications responsibilities with The Womb.
As a contemporary food sector start-up, Puro Wellness has health at its very core. In fact, it is India’s first ever ‘clean label’ company, that takes it beyond fads like ‘organic’, ‘natural’, and ‘low-fat’. Puro is all set to launch its first product – Salt.
The Womb’s appointment came after protracted conversations on ways to create a strong brand that can then be the bedrock on which various products and extensions can be built.
Commenting on the partnership, a spokesperson from Puro Wellness said, “Salt is like air and water. It is a primal need for life, yet so taken for granted. As India’s first clean-label company, we wanted a partner who could create dissonance even with a habitual purchase like salt, and in The Womb, we have found a thoughtful agency who not only get the emerging needs of Indians but also are adept at weaving diverse strands of thinking into cohesive brand stories. Commonly used refined salts are not only unhealthy; they are laden with harmful chemicals which are harmful in the long run. Puro’s brand challenge was very different but we could see the passion & enthusiasm in the Womb team to take this challenge head-on towards achieving Puro’s vision of a Healthy India. We are confident that our healthy food solutions coupled with The Womb’s strategic & Creative skills will help us build a connect with the masses & achieve our goal.”
Navin Talreja, Founding Partner, The Womb had this to say on the win, “We are super excited to become Puro’s custodians. At the heart of the Puro brand is a great product – a salt that is infinitely better than all other salts. It is not just our pleasure, but also our responsibility to position and communicate the brand in such a manner that audiences take notice, and action. We, at The Womb, are proud to be increasingly associated with ‘good’ products.”
Kawal Shoor, Founding Partner, The Womb, said, “You can’t help but be charged with energy when you work with Ruchir. His passionate sharing of amazing truths about salt first made US change our salts in our kitchens. Isn’t that a test – when a client doesn’t have to persuade you to become his brand’s users? There’s so much nervous excitement about converting those stories to communication – and we’re sure that the campaign will shake people up a bit, and bring Puro centre-stage into the salt space.”