Ulric de Varens awards digital mandate to Mindshift Interactive

The agency will work on the perfume company's association with the Yamaha Fascino Miss Diva Miss Universe 2016. It will also help Ulric de Varens promote its key product range in India

BestMediaInfo Bureau | Mumbai | August 9, 2016

MindShift Interactive has won the digital mandate of Ulric de Varens, a French perfume company, for its marketing efforts for the Yamaha Fascino Miss Diva Miss Universe India 2016 pageant.

The mandate of MindShift Interactive is to highlight Ulric de Varens' association as the fragrance partner of Yamaha Fascino Miss Diva Miss Universe 2016, at the same time highlight the key product range available in India.

The varied products offered by UDV will be highlighted through an engaging campaign, focusing on a visual story through digital photo shoots and videos, building on the association between Ulric de Varens and the finalists of the Yamaha Fascino Miss Diva Miss Universe India 2016. The brand will leverage its digital outreach through social media, digital advertising, influencers and rich media content.

Zafar Rais, CEO, MindShift Interactive, said, “Ulric de Varens adds another feather in our cap towards our growing portfolio of lifestyle and beauty brands. With our recently launched MindShift Studios, we hope to amplify content for the brand leveraging skilled photographers and able digital influencers, to tell the story of Ulric de Varens fragrance collection and perfect fitment with Yamaha Fascino Miss Diva Miss Universe India 2016.”

Biju Anthony, General Manager, Intercraft Trading, commented, “We loved the approach shared by MindShift Interactive, and they were perfectly in line with the vision we have for UDV in India. Their ability to decode the brief and highlight our association with the Yamaha Fascino Miss Diva Miss Universe India 2016 in a strategic manner promises to help us create a stronger foothold in the Indian market and we are excited about our foray into digital.”

Miss Diva is a one-of-its-kind endeavour which envisions at putting forth the best of Indian beauty and talent, consequently revolutionising the definition of personality, elegance and grandeur. The winner proudly represents India at the coveted Miss Universe pageant.

Ulric de Varens is a French marketing company founded in 1983 by Ulric Viellard that develops creative and original perfume offerings with an emphasis on fun at affordable prices. Ulric de Varens India is currently distributed and marketed through Baccarose Perfumes and Beauty Products.

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