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Usha International sets up in-house ad agency – Goldilocks

The agency sports the tagline, ‘We get things just right’. It will be a 100 per cent subsidiary of Usha and function as an independent company like any other conventional ad agency

BestMediaInfo Bureau | Delhi | August 6, 2015

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Usha International has set up an in-house advertising agency – Goldilocks India – to initially take care of all the creative mandates of the different business verticals within the company. This will be a 100 per cent subsidiary of Usha International. The agency will be based at the Usha International’s head office in Gurgaon. Goldilocks will function as an independent company like any other conventional advertising agency.

The mandate of the in-house agency will be to initially handle very select business of the company, not currently being handled by its incumbent agencies.

Commenting on the new agency, Anju Munjal, Vice-President, Usha International, said, “The set-up of an in-house agency is aimed to provide better focus and timeline adherence to the advertising, marketing and brand communication of the company. In the initial days, Goldilocks will be working on creative mandates within the company. We are looking to hire a senior resource from within the industry, who will be responsible for overall creative and strategic inputs to the company.”

In response to a query regarding selection of the name ‘Goldilocks’ for the new agency, she replied, “If you recall the story of Goldilocks, a young girl wanders into the house of three bears – Mama bear, Papa bear and Baby bear. She finds three bowls of porridge set for the three bears. She finds one bowl of porridge too hot. She finds the next bowl of porridge too cold. The third bowl she finds ‘Just Right’. We want our customers to have that Goldilocks moment with our agency. That’s why our tagline is ‘We get things just right’.”

Usha International is looking to hire senior personnel with relevant advertising industry background to head Goldilocks and is open to giving stake to the person coming on board. This person will be responsible for overall creative inputs, strategic thinking and providing business solutions to the company.

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