Banjara’s, the herbal beauty care brand, has awarded digital duties to Mirum India. Banjara’s has been a fast-growing FMCG player in the beauty care segment with 60+ products in its portfolio under Skin and Hair Care. So far, the brand has been operating predominantly in south India, but from this fiscal year, it wants to aggressively target the Rest of India markets. This expansion plan will be majorly driven by digital marketing.
As part of the digital mandate, Mirum India will manage social media platforms and create new digital touch points for Banjara’s, with a focus on brand building. Mirum India will also be offering media buying services as part of the mandate. This account was won following a multi-agency pitch.
Ramesh Vishwananthan, Managing Director, Vishal Personal Care, said, “We are aggressively looking at expanding our footprint outside south India with digital leading the way. We were looking for a partner rather than an agency, who would understand our ambitions. Mirum India with their diverse understanding of the digital landscape fitted the bill. We are excited about this new partnership.”
Hareesh Tibrewala, Mirum India, Joint CEO, Mirum India, said “Banjara’s is one of the fast-growing FMCG players in south India with a very ambitious brand DNA. Mirum recognises this and brings to the table its vast Indian and global expertise in digital shopper marketing. I’m glad we’re the ones Banjara’s has put their trust in. Together, we look forward to take the brand to the next level.”