Triton wins creative mandate for Madhur Sugar

As the creative partners for Madhur Sugar, Triton Communications Pvt.Ltd will help the brand to penetrate the category, aim to change consumer habits and attempt to become a household name.

Madhur Sugar awards its creative duties to Triton Communications Pvt. Ltd. Triton, known for launching mega-brands like Moov, Set Wet, Yes Bank, Fortune range of oils, Kingfisher Storm and many more. The agency will now work with the brand to penetrate a category that is almost entirely unorganized.

Commenting on the account win, Virendra Saini, Executive Director, Triton Communication says, “Winning this business is a very momentous thing for us as an agency. Sugar is a very low involvement product and consumers are generally unaware of the ill effects of consuming loose sugar. In such a scenario it is quite a challenge for a brand to penetrate the market, change habits and become a household name. 

Our key challenge will be to convert more and more households to move from loose sugar to Madhur Sugar. All our past experience in converting commodities like oil, atta, besan, etc. to brands will be useful in meeting this challenge and we are quite looking forward to it.”

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Jyotsna Parikh, Creative Head - Mumbai, Triton Communications adds, “It’s indeed a big win for us. We went into the pitch with some really compelling work on changing the current mindset of the consumer who is very discerning when it comes to other categories but somehow has not paid enough attention to sugar. And the reward was really sweet. We’re looking forward to partnering with Madhur Sugar and making it the No.1 household name in sugar.”

Falgun Bhatt, Head, Marketing at Shree Renuka Sugars Ltd., Mumbai adds, “Brand Madhur is in a really sweet spot now. While it has been the undisputed no.1 sugar brand, it has further increased the lead with an over 27% growth y-o-y. With Triton Communications, the builder of many iconic brands, coming on board as a brand partner, all the blocks are falling in place for disruptive and transformative growth. We are very excited and looking forward to a great journey ahead.”