Nirmalya Sen's The Rethink Company wins creative mandate for VIP and Carlton

India’s largest luggage maker, VIP Industries Limited, has brought on board newly formed brand and communications company by Nirmalya Sen, The Rethink Company.

VIP Industries has placed in The Rethink Company’s care its flagship household name - VIP, along with one of its other key brands, Carlton. The agency will also partner VIP in their entry into two new categories, apart from handling ATL and retail communications for these VIP brands across international markets.

Praful Gupta

Welcoming the new agency on board, Praful Gupta, Head – Marketing, VIP Industries, said, “We are delighted to onboard The Rethink Company as our creative agency for Brand VIP. As we continue our efforts to build on the strong equity of Brand VIP and sustain its growth trajectory, we look forward to working with Rethink. Both for providing strategic direction as well as contemporary and creative ideas to ensure brand VIP continues to maintain its dominant leadership in the luggage market.”

The Rethink Company is a new-model brand experience company that lies at the cusp of brand creation and business consulting. And is built on the belief that, in this ever-changing world of technology and its impact on how people live, for brands to be buoyant and constantly in-the-game, momentum is everything.

Nirmalya Sen

Elated at the appointment, The Rethink Company’s Founder and CEO Sen said, “Needless to say, we are super excited. We can’t thank VIP Industries enough for placing their faith in The Rethink Company. The world of consumers, the thinking that drives their decision making and the way they lead their lives have so dramatically changed over the last 5-7 years, that even the most well-established brands need to reevaluate and rethink their strategies and their approach to the consumer. It will be our privilege to partner VIP Industries in this journey. And to co-create strategies and media-neutral ideas anchored in brand purpose.”

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