Sujata Appliances, a electronics and home appliances brand known for its juicers, mixers and grinders, has given Soho Square its creative mandate after a multi-agency pitch. The account will be handled out of Soho Square’s Gurgaon office.
Commenting on the win, Dip Sengupta, Senior Vice President and Head of Advertising at Soho Square, New Delhi, said, “We were very excited about the win. Despite being a 3+ decade old brand, we felt that Sujata’s story has not been told to the audience yet. Sujata’s products are unarguably the best in the category and our single minded approach will be to communicate this. While the brand has performed extremely consistently in the commercial environment by establishing its product superiority decade after decade, it’s time to create an interesting narrative for the brand targeting the household segment. The brand has big ambitions for itself in the coming years and we are very excited to be part of this phase.”
Akhil Agarwal, founder and CEO, Sujata Appliances, said, “Sujata has been known for its quality products and attention to detail. We are driven by a singular vision – to create without compromise. We are a successful name across HORECAs and want to foster our credentials in household space. Soho Square came up with a perfect strategy for the brand, which was in line with our vision for the brand and ambition for the coming years. Their fresh approach and undying energy was what we were seeking in our brand partner. We aim for a long and productive partnership.”
Sujata's products find a presence in more than 18 countries and its manufacturing capacity is more than 50,000 units per month.