Mullen Lintas Delhi, to handle the creative duties for Hindware, one of the most trusted Indian household names when it comes to sanitaryware and bath fittings. After a highly competitive multi-agency pitching process, the business was purchased.
In competitive categories, Mullen Lintas has a long history of creating brands that deliver an ‘unfair’ share of attention that have become key differentiators in cluttered categories.
Hari Krishnan, CEO of Mullen Lintas, commented on the company’s success: “Purchase decisions when it comes to Sanitaryware used to be led by functionality and value. However, that’s no longer the case, and it’s not seen as an extension of personal space and expression. This is where Hindware has made a difference with its innovations & design and our focus would be to consolidate the brand equity for Hindware based on these values & benefits. We are excited about this partnership and look forward to creating a new narrative in this category.”
Charu Malhotra, vice president of marketing at Hindware, commented on the association: “Hindware is known for Design Excellence, Innovation and Quality. Our products are backed by extensive consumer research and Insights. We have evaluated different partners to further build the Hindware brand equity through sharp and relevant consumer insights and creative expressions. For us, what stood out about Mullen Lintas was how the Strategy & Storytelling came together in perfect sync and, of course, the passion and enthusiasm the team brought to the table.
We look forward to some stellar work being developed for the brand.”
