The RP-Sanjiv Goenka Group recently announced its foray into the FMCG space with Guiltfree Industries Ltd. The launch has been kicked off with the unveiling of its packaged foods brand – Too Yumm! for which Guiltfree Industries Ltd has appointed Mullen Lintas Mumbai as its creative agency. Mullen Lintas was chosen after a multi-agency pitch that saw the participation of six agencies across India.
The Too Yumm! mandate includes strategic and creative duties for a high impact launch across markets for digital and mainline. Interestingly, the brand name Too Yumm! was proposed by the agency. Though not a part of the pitch brief, the agency presented the name as part of the pitch deck and that found unanimous appeal with the team at the client’s end.
On appointing Mullen Lintas as the creative agency, Suhail Sameer, President Business Development & Growth, Guiltfree Industries said: “We met multiple big creative marketing agencies to help us in our brand and product launches. While all of them had their strengths, we loved the creative and strategic thinking which Mullen Lintas brought to the table. Also their solution orientation and proactive approach, critical for the tight timelines we are working under stood apart. We are extremely happy with their support on Too Yumm! so far.”
Commenting on the win, Amer Jaleel, Chairman and Chief Creative Officer, Mullen Lintas said: “It’s an exciting win for Mullen Lintas. It’s not often, especially in FMCG that one gets to work with a client right from the formation of a company on its very first brand- a brand we have literally birthed from the name itself. It’s been wonderful working closely with Sanjiv Goenka and the leadership team in bringing this brand to life.”
Virat Tandon, Chief Executive Officer, Mullen Lintas said: “Too Yumm! from RP- Sanjiv Goenka Group is a very special win for a couple of reasons. Firstly, they are a very ambitious client and that puts good pressure on all of us to do some really stand-out work. Secondly, they are very open to experimentation and that’s always such a welcome thing for agencies. Last but not the least, this is an integrated mandate for us. This close partnership amongst creative, media, PR and activation is really important at this early stage of brand creation as we try to define what this brand is and how it engages with its audience.”
Too Yumm! currently has a portfolio consisting of wheat thins and fox nut variants. This apart, the plan is to expand the portfolio to have multiple products across packaged snacks and breakfast cereals this year.