MUMBAI: Frozen yoghurt chain Red Mango, which has recently launched operations in India, has appointed IBD India, a division of Percept Hakuhodo as its creative and communication partner.

Red Mango India MD and CEO Rahul Kumar said, "IBD has been chosen because of the integrated services that they provide and also because of their associations and work on esteemed brands in the past."

To start with, IBD will be focusing on launching Red Mango and making it a preferred brand in the frozen yoghurt segment in India, which is beginning to see some stiff competition emerge.

IBD India COO Jyotsna Chauhan said, "Our aim is to create a clear differentiator in terms of branding Red Mango within this segment. Going with the current trend of healthy eating amongst the young masses, it becomes that much more important to build on Red Mango‘s globally existing equity on the health platform."

The agency will roll out a 360 degree campaign to reach out to the TG of health conscious youngsters.