Karishma Lintas, part of the Lintas India Group, has won the creative mandate of Paper Boat. Karishma Lintas edged out Happy Creative Services & Dentsu in the multi-agency pitch that was held a few weeks ago.
As its partner, Karishma Lintas would be responsible for providing creative insights and solutions to Paper Boat and will also chart out strategic recommendation, positioning and marketing of brand Paper Boat across various media.
Sharing his thoughts on choosing Karishma Lintas as its creative partner, Neeraj Kakkar, CEO, Hector Beverages commented, “Design thinking is at the crux of Paper Boat and we believe that the same applies for Karishma Lintas. With a very clear mandate in mind, we decided to appoint Karishma Lintas as the creative agency for our brand. Backed by a strong team and disruptive ideas we were very confident about our choice and the quality of deliveries. Karishma Lintas understands our brand sensibilities and their work has been inspiring."
Paper Boat was launched nationally in August 2013 and is among the fast-growing juice brands from the stable of Hector Beverages. Paper Boat started out with two variants - Jaljeera and Aamras, and has since expanded its lineup to include seven new flavours comprising Aamras, Jaljeera, Jamun, Kalakhatta, Aam Pana, Kokum, Imli Ka Amlana and Golgappe Ka Paani. Its latest offering includes traditionally brewed Tulsi Tea and Ginger and Lemon.
Sharing his excitement on winning the account and providing a roadmap that Karishma Lintas would emulate in the growth of the brand, GV Krishnan, Executive Director, Karishma Lintas said, “We admire the vision and purpose of brand Paper Boat aspiring to reduce cynicism in society and to reaffirm faith in life. Through our creative solutions, we genuinely believe that we could win the heart of every Indian by emotionally connecting with his childhood memory and serving them a delicious traditional Indian drink to savour. We’ve had inspiring and transparent discussions with the founders of Paper Boat and are excited to create an awesome portfolio going ahead for Karishma Lintas.”
Paper Boat is led by seasoned professionals from the beverage industry and offers consumers a brand which is creative, innovative and quirky. The brand's USP is that it offers classic Indian flavours that transports one back in time. Further, all Paper Boat variants are free of any preservatives, colour and carbonation.
Paper Boat is backed by Sequoia Capital, Catamaran Ventures (N.R. Narayan Murthy's VC firm) and Foot Print Ventures and is run by industry veterans - Neeraj Kakkar, James Nutall, Suhas Misra and Neeraj Biyani.