Publicis Beehive bags media mandate for UK-based Wellman

The men's multi-vitamin and mineral brand also unveiled an integrated ad campaign featuring Virat Kohli

e4m by exchange4media Staff
Updated: Jul 16, 2019 11:29 AM

Multi-vitamin and mineral brand Wellman has appointed Publicis Beehive to manage its media mandate in India.

Publicis Beehive will facilitate the UK-based Wellman’s launch campaign while also developing a robust communication strategy for the brand to make an impressive impact in the Indian market.

In keeping with its core product promise, Wellman has appointed Indian cricket captain Virat Kohli as its brand ambassador.

Commenting on the launch of the brand in India, Tej Lalvani, CEO of Vitabiotics, said, “We are delighted to announce the launch of Wellman vitamins in India through our major collaboration with global sports legend Virat Kohli. Wellman, the No.1 vitamins for men, has helped leading sports professionals and celebrities around the world achieve remarkable results, and we are excited that this will now be available in India.”

Robert Taylor, Senior Vice President and Global Marketing Head, Vitabiotics, added, “Wellman vitamins from Vitabiotics has truly pioneered nutrition for men globally. We are hugely proud that Virat Kohli, by far the biggest global name in cricket and the true embodiment of physical fitness, stamina and mental agility and strength, is a fan of Wellman vitamins and is personally using Wellman as part of his daily health and fitness routine, to help achieve optimum performance.”

Publicis Beehive has conceptualized a pan-India integrated ad campaign for Wellman that sees Kohli advocate the unique advantages of consuming Wellman products.

It is centered on the insight that to succeed in today’s age, one needs to be physically fit and mentally agile.

Speaking on the brand campaign, Rohit Shelatkar, VP - Global Business Development, Vitabiotics, said: “Wellman is scientifically optimized for men, to nourish and restore the body, to help you stay physically and mentally at the very top of your game. It’s really important that the benefits of Wellman are now available for all men in India, with the message ‘Stay Fit, Be Sharp’.”

Paritosh Srivastava, COO – Publicis Beehive, said: “Wellman is a much-loved and consumed brand around the world. And so is its communication. The task for its launch in India was to weave a similar magic and make it appealing to the Indian audiences. The focus was thus on the two elements necessary for success: physical fitness and mental sharpness; hence the tagline ‘Stay fit, Be sharp’. There couldn’t have been a better ambassador to embody this philosophy than the world’s best cricketer, Virat Kohli. We are confident that the communication will make quite a mark with the audiences in India.”

The campaign launch will be amplified across various platforms including outdoor, print, digital and radio.



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