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Triton bags creative mandate for Madhur Sugar

The agency will now work with the sugar brand to penetrate an unorganised category

Madhur Sugar, the sugar brand, has awarded its creative duties to Triton Communications Pvt. Ltd. The agency will now work with Madhur Sugar to penetrate a category which is almost entirely unorganised.

Virendra Saini

Virendra Saini, Executive Director, Triton Communication, said, “Winning this business is a very momentous thing for us as an agency. Sugar is a very low- involvement product and consumers are generally unaware about the ill-effects of consuming loose sugar. In such a scenario it is quite a challenge for a brand to penetrate the market, change habits and become a household name.  Our key challenge will be to convert more and more households to move from loose sugar to Madhur Sugar. All our past experience in converting commodities like oil, atta, besan, etc., to brands will be useful in meeting this challenge and we are quite looking forward to it.”

Jyotsna Parikh

Jyotsna Parikh, Creative Head, Mumbai, Triton Communications, said, “It’s indeed a big win for us. We went into the pitch with some really compelling work on changing the current mindset of the consumer who is very discerning when it comes to other categories, but somehow has not paid enough attention to sugar. And the reward was really sweet. We’re looking forward to partnering with Madhur Sugar and making it the No.1 household name in sugar.”

Falgun Bhatt, Head, Marketing at Shree Renuka Sugars Ltd., Mumbai, added, “Brand Madhur is in a really sweet spot now. While it has been the undisputed no.1 sugar brand, it has further increased the lead with an over 27% growth y-o-y. With Triton Communications, the builder of many iconic brands, coming on board as a brand partner, all the blocks are falling in place for a disruptive and transformative growth. We are very excited and looking forward to a great journey ahead.”

Triton is known for launching brands like Moov, Set Wet, Yes Bank, Fortune range of oils, Kingfisher Storm and many more.

Madhur Sugar, from Shree Renuka Sugars Ltd., is known for producing pure and hygienic sugar which is untouched by hand and is made from a sulphur-free process. Known for its white large crystals and indubitable quality, Madhur Sugar is aiming to change purchase habits of consumers who are predominantly not aware of the harm that loose sugar can cause.

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