Adani Wilmar picks HCF to handle creative duties of its soap brand Alife

Adani Wilmar has awarded the creative mandate of their newly launched Alife Soap to HCF - Hetarsh Creative Force, an Ahmedabad based advertising agency.

Alife soap marks the entry of Adani Wilmar in the personal care category of the FMCG industry. This foray comes soon after the Fortune brand has gone through a transformation from edible oil to a food brand.

Angshu Mallick

Angshu Mallick, Deputy CEO, Adani Wilmar, said, “The launch of the soap has not only strengthened our product basket but also provided us the required thrust in the ongoing transformation of the company from Oil to Food to FMCG. I am glad HCF has associated with us to spearhead Alife Soap on the creative front.”

Ajay Motwani

“At Adani Wilmar, we have been sharing a long, business building relationship with HCF. Now is the time to make Alife brand a household name just like our flagship brand Fortune. I am confident that we will be able to achieve that with the help of HCF’s strategic and creative expertise,” said Ajay Motwani, Head of Marketing, Adani Wilmar.

Amit Parikh

“This win marks a significant creative and strategic marketing opportunity for HCF as Adani Wilmar is one of the fastest growing FMCG companies in India. We look forward to the association as we will now be closely involved with the entire marketing and advertising strategy around the launch and subsequent branding for the soap that will see Alife grow into a pan India brand,” said Amit Parikh, Founder and CCO, HCF.

Parikh has been associated with brand Fortune of Adani Wilmar for about two decades and since inception and has worked closely with them from his Mudra and Triton days, before he started his own creative agency. “What thrills us is that our proposed communication even stood the test of small market research that Adani Wilmar conducted,” he added.

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