As part of the mandate, Mullen Lintas will be conceptualizing and executing an effective communication strategy for Dulux, a brand under AkzoNobel in India.
AkzoNobel has appointed Mullen Lintas as its creative agency in India. Mullen Lintas’ mandate is to deliver on the growth objectives and business opportunities in the Indian subcontinent region.
MullenLowe Group’s UK office will run the global hub with regional support from the different local country offices. While the network will be responsible for global brand strategy and communications, the country offices will craft the strategy and communication tailored for the regional market and its audiences.
Speaking about the win, Hari Krishnan, CEO, Mullen Lintas said, “We are delighted to have won the India mandate for AkzoNobel. The challenges for the brand are clearly cut out in this highly competitive category with many new entrants also in the fray. It’s a great opportunity for us at Mullen Lintas to deploy our ‘Challenger’ philosophy and deliver an unfair share of attention for the brands in the AkzoNobel portfolio.”
Rajiv Rajgopal, Managing Director, AkzoNobel India said, “We were impressed with the category understanding and the creative acumen of Mullen Lintas to understand our consumer value proposition. We look forward to a strong & effective long-term partnership with them to further strengthen our portfolio in the Indian market.”