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Troo Good appoints Wunderman Thompson for their advertising and communications
Mumbai: Troo Good millet snack enterprise announced the selection of Wunderman Thompson as its advertising agency, solidifying a multi-year, multi-crore collaboration. This transformative partnership positions Wunderman Thompson to spearhead comprehensive advertising campaigns and promotional initiatives for Troo Good, strategically conveying the brand’s ethos to its target audience while fortifying and perpetuating the brand’s market standing.
Under the terms of this pivotal mandate, Wunderman Thompson assumes responsibility for crafting compelling advertising and digital communications strategies for Troo Good across various social media platforms too. The agency’s integral role encompasses the development of communication and creative frameworks, ensuring the brand’s messaging is articulate and resonant with consumers. Wunderman Thompson is set to orchestrate Troo Good’s inaugural mass media campaign, spotlighting the brand’s distinctive attributes, centered on taste, nutrition, and affordability.
In the meticulous selection process for its advertising partner, Troo Good invited agencies nationwide to vie for the mandate. Following a rigorous shortlisting process, Wunderman Thompson emerged triumphant among 43 participating agencies, excelling in criteria such as national presence, business acumen, experience in managing comparably scaled high-growth enterprises, and a demonstrated prowess in creative communication strategies.
Troo Good, a trailblazer in the millet snacking industry, has significantly expanded its footprint from 15,000 to 30,000 outlets within the past six months. Presently operating six state-of-the-art factories, the brand’s reach extends across Telangana, Andhra Pradesh, Chhattisgarh, Odisha, Karnataka, Uttar Pradesh, and Jharkhand. Notably, Troo Good has achieved a revenue of Rs 53 crores for the fiscal year 2022-23, projecting an ambitious revenue target of Rs 100 crores for the fiscal year 2023-24. This strategic collaboration with Wunderman Thompson underscores Troo Good’s commitment to elevating its brand presence and market share in the evolving landscape of millet-based snacks.
Speaking on the announcement, Troo Good founder and CEO Raju Bhupathi said, “Troo Good has seen exponential growth since inception. We are making heavy investments in brand building and retail to further expand on that momentum and are exploring the utilization of all possible channels to highlight the benefits of millet-based snacks to consumers and make them aware of our affordable and healthy offerings. As a means of achieving this, we have assigned our advertising mandate to one of the top agencies in the country, Wunderman Thompson, after a detailed shortlisting process. We see a strategic fit and a professional alignment in this association that will help us accomplish our marketing goals.”
Commenting on winning Troo Good’s advertising mandate, Vijay Jacob Parakkal, Managing Partner at Wunderman Thompson, said, “We are delighted to partner with the new exciting millet brand Troo Good. Our strategy weaves affordability and nutritional excellence into Troo Good’s brand story. By amplifying the brand’s unique selling proposition, we are poised to deliver a compelling narrative that not only captures attention but also reinforces Troo Good’s market distinction.”
Headquartered in New York, Wunderman Thompson was founded in 2018 after Wunderman was merged with J. Walter Thompson Co., and is an industry leader with a rich legacy of expertise in advertising, branding, digital marketing, and data analytics.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
