Ad agencies
Mixed Route Juice bags digital & social mandate for Nutri Binge
New Delhi, June 2023: Mixed Route Juice, one of the fastest growing social and content agencies has bagged the digital and social media mandate for Nutri Binge, the healthy snacking brand of rapidly growing FMCG start-up Fitfire Consumer Private Limited.
The account was won following a multi-agency pitch and will be serviced from the agency’s Gurgaon office and will take care of the entire Nutri Binge product portfolio. As per the mandate, the agency will focus on strengthening the brand’s presence in the health and wellness-focused Foods & Beverage market.
Fitfire Consumer Private Limited is a new-age FMCG startup founded by Anindya Sengupta that will offer best quality hygienically packed food products to consumers across all income groups. The company launched its Healthy Snacking brand “Nutri Binge” across online and offline channels in February 2023. The initial product portfolio consists of Nuts and Dry Fruits. The range of products will be expanded in a phased manner to provide a wide variety of nutritious yet tasty choices to consumers pan India.
Speaking on the win, Mixed Route Juice co-founder & creative head Amrita Sharma said, “We at Mixed Route Juice, are extremely elated to be collaborating with this exciting new brand – Nutri Binge in the FMCG – Foods sector. With a clear understanding of the brand’s priorities, we are conscious of our role as strategic partners and intend to use our vast experience and expertise to implement creative, disruptive & strong social and digital campaigns that will help Nutri Binge elevate their brand reputation and engagement multi folds in the ever-competitive market.”
Fitfire Consumer founder & CEO Anindya Sengupta said, “We are excited about our new strategic partnership with Mixed Route Juice. Healthy snacking is one of the biggest growing sectors globally as well as in India and we are relying highly on the firm’s experience and expertise to help us strengthen the brand awareness and visibility of our flagship brand – Nutri Binge. MRJ is a young and dynamic agency and we believe they will give a vibrant approach to the brand’s content and messaging to make it stand apart from the competition.”
MUMBAI: When your cakes are iconic, your rusks have cult status, and your croissants are quietly doing their flaky thing across Indian breakfast tables, you don’t just hire any agency. You bring in the big knives. Britannia Industries has just appointed Tilt Brand Solutions as its agency on record for its baked goodies – we’re talking Cakes, Rusk, Bread, and Croissant. And no, it’s not half-baked.
The Mumbai-based creative hotshop will now whip up the brand and communication strategy for Britannia’s adjacency portfolio. That means not just making ads, but kneading brand love into every bite. The agency has been handed the apron to serve up memorable campaigns, engaging content, and maybe a few eyebrow-raising moments on your feed.
“For Britannia’s adjacency portfolio, it was imperative that we got on board a partner who would be able to bring a perfect amalgamation of creative strength and business acumen to the table. The balanced approach of Tilt Brand Solutions and their category & consumer understanding delivered on the brief. We look forward to this partnership to create a significant impact for these businesses,” said Britannia marketing – general manager Shekhar Agarwal.
Tilt Brand Solutions, which has been flexing its creative muscles in the Indian adland, now gets to work its dough across formats, platforms and consumer cohorts. Expect punchy campaigns that turn bakery basics into branding blockbusters.
“We are thrilled to partner with Britannia on this exciting journey. With our shared commitment to innovation and creativity, we are confident of creating impactful and memorable work that resonates with audiences, while also driving growth and leadership in the category,” said Tilt Brand Solutions CBO Hari Krishnan.
