Youth-focused fashion brand Yousta from Reliance Retail has chosen Mullen Lintas Mumbai as its creative agency of record following a multi-agency pitch.
The brand will look to blend high-fashion sensibilities with budget-friendly options. It recently launched its first store in Hyderabad and has plans to expand across the country, also establishing an online presence on Ajio and JioMart.
Mullen Lintas will focus on a digital-first approach to amplify the brand’s mission of making high-fashion accessible to the youth.
Hari Krishnan, CEO, Mullen Lintas, said, “We are delighted to have won the mandate for Yousta. Fast Fashion is a booming category that is seeing many disruptions and innovations in terms of products and formats. Using Mullen Lintas’ ‘Challenger Thinking’ framework we were able to craft a sharp brand strategy and a compelling narrative for Yousta, which we’re confident would make the desired impact for the brand. We look forward to partnering Yousta and making it one of the most preferred fashion destinations in the country.”
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