The mandate comes after Hafele India invited several agencies for a 360 pitch, facilitated by Landor Consultancy (Part of the WPP Group).
Hafele’s mandate to IdeateLabs consolidates the responsibility of Creative, Content and Media with one agency. This includes developing the Marketing Blueprint, Creative Strategy, Brand Architecture, Media Planning & Execution, Reputation Management, Social & Digital Assets, PR, Performance Marketing and Content Creation.
Starting with increasing brand awareness and building a strong community of consumers & influencers, the agency intends to take it further to showcasing Hafele’s innovations and creating thought leadership for the brand.
On acquiring the account, Vrutika Dawda, Director, IdeateLabs commented, “Hafele India is not just another win. It is the opportunity to draw upon our many talents and employ them in a focused manner for brand Hafele. Building brands is all about building the right conversations. This has been our differentiator and our philosophy. Here’s a great chance for us to build it in a true 360-degree approach. For sure, dynamic story-telling and disruptive formats will play a vital role. We are keen to be a part of Hafele’s business ambitions and explore concepts that will redefine the way a brand communicates”.
Commenting on this partnership, Sanjay Swami, Head – Marketing Services, Hafele India said, “We were looking to partner with an agency who understands the luxury lifestyle industry on one hand, and who has a holistic brand perspective, on the other. Having been partners for a few years on the digital front, IdeateLabs understands our brand and our growth plans in India and South Asia regions. We are entering a phase of dynamic growth and are confident that IdeateLabs is the right partner who can help us get there”.
Häfele is one of the international players in the manufacturing & supply, space for kitchen fitting, furniture fittings, and architectural hardware. With a legacy of over 95 years, Hafele India has expanded its product portfolio to Appliances, Lighting, Sanitaryware, and Surfaces.