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IdeateLabs bags 360-degree marketing mandate for Hafele India

The agency will handle 360-degree communications, including offline and online marketing duties for the brand

IdeateLabs, an independent digital-first creative agency, has won the complete communication mandate for the luxury brand Hafele India. The win comes after the brand invited several leading agencies for a 360 pitch, facilitated by Landor Consultancy (Part of WPP Group).

Hafele’s mandate to IdeateLabs consolidates the responsibility of creative, content and media on one agency. This includes developing the marketing blueprint, creative strategy, brand architecture, media planning and execution, reputation management, social and digital assets, PR, performance marketing and content creation. Starting with increasing brand awareness and building a strong community of consumers and influencers, the agency intends to take it all the way to showcasing Hafele’s innovations and creating thought leadership for the brand.

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Vrutika Dawda, Director, IdeateLabs, said, “Hafele India is not just another win. It is an opportunity to draw upon our many talents and employ them in a focused manner for brand Hafele. Building brands is all about building the right conversations. This has been our differentiator and our philosophy. Here’s a great chance for us to build it in a true 360-degree approach. For sure, dynamic story-telling and disruptive formats will play a vital role. We are keen to be a part of Hafele’s business ambitions and explore concepts that will redefine the way a brand communicates.”

Commenting on this partnership, Sanjay Swami, Head, Marketing Services, Hafele India, said, “We were looking to partner with an agency that understands the luxury lifestyle industry on one hand, and who has a holistic brand perspective, on the other. Having been partners for a few years on the digital front, IdeateLabs understands our brand and our growth plans in India and South Asia regions. We are entering a phase of dynamic growth and are confident that IdeateLabs is the right partner who can help us get there.”

HĂ€fele deals in manufacturing and supply, space for kitchen fitting, furniture fittings and architectural hardware. Hafele India has expanded its product portfolio to appliances, lighting, sanitaryware and surfaces.

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