Zespri, a kiwifruit marketer, has appointed omni-channel creative agency PointNine Lintas for the Indian market. The agency will be putting together a multidisciplinary team to create a digital-first roadmap for building the category in India. The agency has put together a multi-disciplinary team led by its digital division, LinTeractive, to manage the account. Service-stack deployed includes brand planning, creative and media (including digital and social).
Gavin Gomes, Regional Marketing Manager, Middle East, India and Africa, said, “Our ambition is to get people to buy into the super fruit properties of Zespri Kiwifruit. They need to start seeing it as part of their everyday repertoire rather than something that would be consumed occasionally. We found the holistic approach of PointNine Lintas compelling and felt they were the right partners to help us create a roadmap for Zespri.”
The agency is working closely with the management of Zespri to create a brand campaign for the season’s launch of Zespri Kiwifruit.
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Vikas Mehta, CEO PointNine Lintas and Sumanta Ganguly, National Director Digital, PointNine Lintas
Vikas Mehta, CEO, PointNine Lintas, said, “While sales have been increasing steadily, kiwifruit is yet to become a habit for most Indians. A great product in a nascent category presents a market development opportunity for Zespri. We are delighted to collaborate with them in unlocking this category’s potential. To enter the fruit-basket, we have to make kiwifruit a part of urban popular culture.”
Sumanta Ganguly, National Director, Digital, PointNine Lintas, said, “The task of creating a super-fruit category in India allows us to deploy our intervention-planning approach with multiple user personas. It is a great opportunity to mass-personalise communication, conversations and content; all seamlessly working with each other to make Zespri Kiwifruit a part of user vocabulary.”
From the perspective of a market development framework, the aim is to drive penetration of Zespri Kiwifruit by building strong brand awareness. PointNine Lintas is currently developing the campaign to launch the new season of Zespri Kiwifruit Sungold, and Zespri Green, which hits the market later this month.
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