Following a multi-agency pitch process and numerous rounds of evaluation, online food delivery marketplace Foodpanda, has awarded its creative mandate to Dentsu Aegis Network’s creative agency, Happy mcgarrybowen. For the record, Foodpanda was acquired by Ola Cabs in December last year.
The pitch for the creative mandate included both advertising and design disciplines, as the startup looks to revamp its identity after the alignment with Ola. After a tight race, both the design and the brand communications mandates were awarded to Happy mcgarrybowen, who in the past has helped carve a niche for flagship startups like Flipkart, Myntra and Ola.
Speaking on the move, Bhavish Aggarwal, CEO, Ola Cabs said, “At Foodpanda, our mission is to connect deeper with our love and passion for food, and build not just a great delivery experience but also a great food experience. We trust that Happy mcgarrybowen would be able to take that narrative and ethos to the world with strong design and visual communication capabilities.”
Anshul Khandelwal, Head of Marketing- Foodpanda said, “We distinctly understand the need to build a strong and differentiated brand that people love. Being a food experience platform, we intend to constantly innovate to build foodie-first solutions for India. Considering Happy Mcgarrybowen’s work portfolio, we are confident that the association will ensure an effective brand strategy and communications.”
Happy mcgarrybowen has been tasked with re-thinking the brand's design language, which includes reinterpreting its logo and visual identity for the present-day. The advertising and communications will follow suit to help the brand form a bond with consumers in this ever-changing world of transactional relationships.
On winning the business, Kartik Iyer, CEO, Happy mcgarrybowen said, “In a time where the market has already been created, we are proud to have won the mandates in such a competitive environment. We're raring to go and leap ahead with Foodpanda right to the top.”
PM Praveen Das, CCO, Happy mcgarrybowen added, “‘Today brands are ubiquitously present on the digital media, therefore corporate identity too has evolved into a dynamic form. This is the age of the animated logos, GIFs, sonic signatures, design thinking and so on. We are very excited to work on evolving the Foodpanda brand identity by giving it an emergent, contemporary twist and bring it alive to a youthful audience who is so much into food these days.”