Merino Group has awarded its brand strategy and creative mandate to FCB Ulka Delhi, following a multi-agency pitch. The mandate involves work for Merino Laminates, Merino Furniture, and their FMCG food brand, Vegit. The mandate includes ATL, BTL and digital.
On the association, Merino Industries spokesperson said, “Merino Industries is very excited to partner with FCB Ulka in its journey of delighting customers with superior innovation, branding solutions, and go-to market excellence. The group will endeavour to bring resident knowledge of the trade obtained over years and its application into all facets of business activity and thereby actualise its vision of enduring growth based upon the pillars of economy, excellence and ethics, established over decades in business."
Commenting on the win, Rohit Ohri, Group Chairman and CEO, FCB India, said “We’re delighted to partner The Merino Group in this exciting new growth phase of the organisation. FCB’s new creative mantra - First Create Behaviour, and our new planning protocol - Brand Bedrock debuted at this pitch. The other debut was that of our new regional leadership team, Debarpita Banerjee (President North & East), Surjo Dutt (National Creative Director) and John Thangaraj (Executive Planning Director). This win is very special because it’s testimony to the fact that we have a winning team and great tools that will help us better partner our clients going forward.”
Debarpita Banerjee, FCB Ulka, President, North and East, added, “This is an exciting, even though a bit nascent side of the decorative market. This space throws up immense potential and allows fresh thinking, giving us a chance at category creation. We are sure to land at some great work.”