Hygienic Research Institute Pvt. Ltd. (HRIPL) has decided to award the brand duties of Vasmol, to Soho Square. The agency will be responsible for all strategic and creative communication for the brand, and this arrangement is effective immediately.
According to the press release, there was no pitch involved in this win, and it was awarded purely on Soho Square’s strategic approach to the brand’s marketing challenge.
Ashish Chhabra, Joint Managing Director, Hygienic Research Institute Pvt. Ltd. said, “Our search for a strategic partner for our flagship brand Vasmol concluded with Soho Square as it has the O&M legacy and a rich brain pool. We look forward to this association, towards making Vasmol the most preferred brand in the hair color and care categories.”
Samrat Bedi, Office Head, Soho Square said, “As a brand, Vasmol has been around for close to 60 years and is pretty dear to the Indian consumer. The challenge is to maintain that equity, while also helping the brand lead the way in the modern context… It is our responsibility as much as it is HRIPL’s.”
Shashank Lanjekar, Sr. VP, Strategic Planning, Soho Square said, “was also of the same opinion, “When you look at a brand like Vasmol, you see its potential to be a leader, considering the huge following it already has… Now is the time to consolidate that position and ensure that the communication resonates with this generation.”