Dentsu India wins creative mandate of Synthite Group's 'Vieda'

Dentsu India, the integrated full-service communication agency from Dentsu Aegis Network, has bagged the strategic and creative mandate for Vieda, a newly-launched personal care brand by The Synthite Group. The mandate was won following a multi-agency pitch.

Kicking off with bathing bars and hair oil products, the company will extend their product portfolio with shampoo and toothpaste in the months to come.

Launched in Kerala in phase one, the brand will expand in the South Indian market in the second phase and will be available across the country soon. One portion of the innovative bath soap takes care of the face and the other cleanses the body. Their hair oil brand ‘Vieda Nuvo’ has specially curated oils sourced from nine different places – both within and outside India. The other hair oil variant ‘Kachiya Enna’ is a traditional recipe that rings in the indigenous touch.

Ashok Mani

Ashok Mani, MD & CEO, Intergrow Brands, a company of Synthite Group, said, “At Synthite, we truly believe that everything revolves around the product, and that great brand communication will always entail the same in simple, yet most powerful ways. We don't look for vendors or agencies but we look for partners who understand our language and share our dreams. At Dentsu, we see a lot of what we want from our partner. Their understanding of how the product intertwines with brand communication will definitely help in setting us apart from the rest as we start on this new journey to build one of the finest personal care brands in the country.”

Simi Sabhaney

Commenting on the win, Simi Sabhaney, CEO, Dentsu India, said, “We are looking forward to creating effective work for this brand, which has been conceived and created on a wholesome philosophy."

Vidya Sankar

Vidya Sankar, Vice-President, Dentsu India, added, “We were completely overwhelmed by the product differentiation that Vieda had to offer. Dentsu will complement it by out-of-the-box creative and strategic direction that would surely up the game and shake the teeming category.”

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