Infectious wins creative mandate of Braces and Smiles

The agency will be in charge of the identity, strategy and communication for the brand.

Infectious has been appointed as the creative agency of Braces and Smiles, the super specialty orthodontic clinic chain.

Nisha Singhania, co-founder and director, Infectious, says, "It is a business we are very excited to work on as the set of challenges are unique. Our task is not only to create awareness for Braces and Smiles but also to establish their expertise in braces. We look forward to creating some fantastic work for them."

Commenting on the win, Ramanuj Shastry, co-founder and director, Infectious, states, "So many people need orthodontic treatment, which is a super specialised branch of dentistry, yet so few know about it. It's an unusual challenge, very different from selling soaps and shampoos, and forces us to think of unconventional ways to engage with people. Thrilled to learn so much and work on such a novel field."

Dr. Rajesh Patil of Braces and Smiles says, "We selected Infectious because of the enthusiasm of the team, their creativity which stems from understanding of human emotions and psyche and the effort they took in understanding the core essence of our brand and what we stand for."

Infectious is an independent agency, started last year by former Saatchi & Saatchi hands Ramanuj Shastry and Nisha Singhania. It is a media-agnostic ideas company and believes in creating work that solves brand and business problems. Some of its clients are HCL, DNA, Sahara, Camlin and Pied Piper.