Mullen Lintas wins creative mandate for Marico’s Saffola Honey & Saffola Soya

Mullen Lintas bagged the creative duties for Saffola Honey & Saffola Soya. The agency also handles creative duties for several other properties of the brand.

Mullen Lintas Mumbai has bagged the creative mandate for Saffola Honey and Saffola Soya, following a multi-agency pitch. The agency has set up a new multi-disciplinary team to handle the mandate for the new Saffola brands. 

Speaking of the win by the agency, Hari Krishnan, Chief Executive Officer, Mullen Lintas said, “Forgive the pun but this win is too sweet! It was a really exciting challenge that was posed by the marketing brief, to create a distinct brand narrative in a category that has seen the dominance of one brand. We were able to define the business objective and the problem definition sharply and then we went on to identify consumer insights that were rooted in some category/product truths which could help build a new narrative in a category where the purchase decision is almost habitual or routine. We look forward to partnering with Marico in building a distinct brand space for Saffola Honey & Soya.”

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Marico spokesperson said, “We see tremendous potential to build scale in the healthy foods category. We are committed to delivering ‘better for you’ differentiated offering to our consumers under our brand Saffola. With our partners Mullen Lintas, we are looking forward to creating new benchmarks in this exciting category.”

With this win, Mullen Lintas is now responsible for the creative duties of Saffola Gold, Saffola Oats (Masala & Plain), Saffola Oodles, Saffola Honey and Saffola Soya. The new brands will be handled by the Mumbai office of Mullen Lintas.