The appointment of new agency was confirmed by Amorettos head of marketing Gurpreet Kaur Wasi.

"The brief given to Triton includes glamorization of juices. The idea is to make juices more fashionable and contemporary and give our chain a pub-like feel," said Wasi.

Though there are road-side juice shops, the development of the organised players in this segment is yet to take place. And Amorettos is trying to carve a niche for itself in this segment but with a difference.

"We are the first ones to come up with the concept of juice bars in the country. It's a popular concept abroad but out-of-the-home juices consumption is yet to pick up here. And the kind of temperature we have here, juice makes lot of sense," added Wasi.

According to Wasi, the company is planning to 28 outlets by the end of this year. Amorettos is currently present in three metropolitan cities Delhi, Mumbai and Kolkata with nine outlets.

"The mandate includes increasing the traffic at Amorettos outlets through mix of advertisements and below-the-line activities. We are trying to capitalise on certain occasions through events at the outlet level. We are targeting youth and objective is to convey the message that they can have good time amidst a fun-filled ambience," said Triton Communications, executive director, Vivek Srivastava. Besides print, the media strategy will also include radio advertisements.