There was no pitch involved in the win; it was awarded purely on Soho Square’s strategic approach to the brand’s marketing challenge
BestMediaInfo Bureau | Delhi | February 5, 2016
Hygienic Research Institute (HRIPL) has awarded the brand duties of the popular Vasmol to Soho Square. The agency will be responsible for all strategic and creative communication for the brand, and this arrangement is effective immediately.
There was no pitch involved in the win, and it was awarded purely on Soho Square’s strategic approach to the brand’s marketing challenge. Soho has also been in the news lately for a number of path-breaking campaigns, the most famous of which has been BJP’s 2014 Lok Sabha campaign, which was instrumental in ensuring the party came to power at the Centre.
Ashish Chhabra, Joint Managing Director, Hygienic Research Institute, said, “Our search for a strategic partner for our flagship brand Vasmol concluded with Soho Square as it has the O&M legacy and a rich brain pool. We look forward to this association to make Vasmol the most preferred brand in the hair colour and care categories.”
Samrat Bedi, Office Head, Soho Square, commented, “As a brand, Vasmol has been around for close to 60 years and is pretty dear to the Indian consumer. The challenge is to maintain that equity while also helping the brand lead the way in the modern context. It is our responsibility as much as it is HRIPL’s.”
Sr. VP, Strategic Planning, Soho Square, Shashank Lanjekar, shared a similar opinion. He said, “When you look at a brand like Vasmol, you see its potential to be a leader, considering the huge following it already has. Now is the time to consolidate that position and ensure that the communication resonates with this generation.”
HRIPL has ambitious plans for Vasmol in the coming days, a definite challenge considering how rapidly the market is growing. However, with Soho Square’s proven track record, this too might just turn out to be another feather in their cap.