The mandate covers branding, strategic planning, digital and media duties. The account will be handled by the agency’s Chennai office
TPRG Fragrances, a 102-year-old business within the fragrances and personal care category, has appointed Digitally Inspired Media as their integrated marketing agency. As part of the mandate, the company has also announced the consolidation of its incense and aroma product categories under a new brand “GN 1917”.
Manish Kishore, CEO & Director, Digitally Inspired Media said, “Over the last few years, we realized that digital agencies across the country had developed technology and platform-specific competencies, but often failed to integrate their offerings with strategy and consumer-led creativity.
Unfortunately, traditional agencies weren’t truly integrated, nor thinking digital-first, which is why we believed that an agency that could effectively blend strategy, creativity, and technology would soon be the only agency a business needs. Working with a legacy brand like T.P.R.G Fragrances who treats us like a partner and gives us an equal seat at the table to influence and accelerate their business, helps us come out with our best work.”
Pragadeshkar Ramesh, Director, TPRG Fragrances, commented, “The story of our company trails back to 1917 when it was started as a trading house dealing with Aromatic Chemicals, Raw Materials for various Aroma and Personal Care Products. And after over ten decades, today we are one of the leading manufacturers of Instant Sambrani Sticks and for the past two decades we have been manufacturing various pooja and specialty products under the umbrella of “Kangaroo Brand”.
Surej Salim, CCO & Director, Digitally Inspired Media said, “Our Chennai office has a whole new refreshing scent since we began on this journey with the teams excited to sample the very many SKUs the brand has across the fragrances category. This win also reflects the emergence of traditional powerhouses in ROTN (referring to the rest of Tamil Nadu excluding Chennai) that are looking to scale via the digital ecosystem.”
Jeff Thomas, VP – Strategic Planning added, “The growth of the agarbatti industry in India has been largely driven by evolving consumer demands. This has created category expansion opportunities within the lifestyle segment – first as a room freshener and more recently complementing meditation and improving mindfulness. We have seen brands leverage these trends in international markets over the last few years and hence provides excellent circumstances for us as we work on a digital go-to-market strategy.”