In a recent announcement, Indigo Consulting has bagged the digital mandate of French food giant, Danone, in India. The account was won post a multi-agency pitch, and will be handled out of the agency’s Mumbai office.
As part of the mandate, Indigo Consulting will handle the digital advertising, consolidation of digital assets, engagement, creation of communities, initiating relevant conversations, and optimizing reach and effectiveness of the brand’s digital marketing budgets. With Danone, unlike other FMCG brands who are steeped in traditional media, Indigo plans to leverage digital channels to shape the brand narrative and not merely amplify it. Danone’s mission of ‘Health through food’ will be a key aspect of the digital and social approach for the brand.
Speaking about bringing Indigo Consulting on board, Himanshu Bakshi, Marketing Director, Danone India said, “Given our aspirations for our brands, we saw an ideal fit with what Indigo brought to the table. We needed disruption in terms of leveraging powerful consumer insights into seamless digital execution and hence, we invited a multi-agency pitch. Their approach to integration with the overall creative campaign is simple and compelling, and we believe our brands will benefit immensely in the near future from this association.”
True to its approach, Indigo addressed the multi-agency pitch via the lens of brand and data – understanding data consumption and insights for social. Through the pitch, they demonstrated how they could deliver on KPIs by building long-term assets via community building, branded content and other digital assets that drive deep engagement.
Speaking about the account win, Rajesh Ghatge, CEO Indigo Consulting said, “We are excited at the prospect of partnering Danone to comprehensively leverage digital to engage with their consumers across brands. We spot a huge opportunity for Danone to build communities and drive conversations around their brand promise. We hope to deliver value on the back of our ability to mine data and create highly engaging content while driving Danone’s brand and business agenda on digital.”