Indigo Consulting has bagged the digital mandate of French food giant, Danone, in India. The account was won in a multi-agency pitch, and will be handled out of the agency’s Mumbai office.
Indigo Consulting will handle the digital advertising, consolidation of digital assets, engagement, creation of communities, initiating relevant conversations, optimising reach and effectiveness of the brand’s digital marketing budgets. With Danone, unlike other FMCG brands who are steeped in traditional media, Indigo plans to leverage digital channels to shape the brand narrative and not merely amplify it. Danone’s mission of ‘health through food’ will be a key aspect of the digital and social approach for the brand.
Himanshu Bakshi, Marketing Director, Danone India, said, “Given our aspirations for our brands, we saw an ideal fit with what Indigo brought to the table. We needed disruption in terms of leveraging powerful consumer insights into seamless digital execution, and hence we invited a multi-agency pitch. Their approach to integration with the overall creative campaign is simple and compelling, and we believe our brands will benefit immensely in the near future with this association.”
Rajesh Ghatge, CEO, Indigo Consulting, said, “We are excited at the prospect of partnering Danone to comprehensively leverage digital to engage with their consumers across brands. We spot a huge opportunity for Danone to build communities and drive conversations around their brand promise. We hope to deliver value on back of our ability to mine data and create highly engaging content, while driving Danone’s brand and business agenda on digital.”
Indigo addressed the multi-agency pitch via the lens of brand and data – understanding data consumption and insights for social. Through the pitch they demonstrated how they could deliver on KPIs (key performance indicators) by building long term assets via community building, branded content and other digital assets that drive deep engagement.
Established in 2000, Indigo Consulting became a part of Leo Burnett (PublicisGroupe) in 2012, and is Leo Burnett Worldwide’s largest digital agency in Asia Pacific.