Red Mango, an all-natural, non-fat frozen yoghurt chain that has recently debuted in India, has appointed IBD India, a division of Percept Hakuhodo as its creative and communication partner. The win comes on the back of a multi-agency pitch that took place over the last few months in Delhi.
Confirming the news to exchange4media and citing the reason for choosing IBD, Rahul Kumar, MD & CEO, Red Mango India, said, “IBD has been chosen because of the integrated services that they provide and also because of their associations and work on esteemed brands in the past.”
To start with, IBD will be focusing on launching Red Mango and making it a preferred brand in the frozen yoghurt segment in India, which is beginning to see some stiff competition emerge.
On winning the duties for Red Mango, Jyotsna Chauhan, COO, IBD India, said, “Our aim is to create a clear differentiator in terms of branding Red Mango within this segment. Going with the current trend of healthy eating amongst the young masses, it becomes that much more important to build on Red Mango’s globally existing equity on the health platform.”
Meanwhile, Percept group’s other companies such as Percept Profile and Percept D’Mark are also providing a strong push to the brand.
For the record, Red Mango is a popular and fast-growing retailer of all-natural, non-fat frozen yoghurt in the US and has opened its first flagship store in Delhi in January 2012. Red Mango has plans to open over 12-15 exclusive outlets this year in Delhi-NCR, Bangalore, Chandigarh and Mumbai markets. The company aims to expand to 200 stores in the next five years.
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