Fruitbowl Digital bags Majhi Metro Festival's digital duties

The agency has won the account for the second consecutive year.

Fruitbowl Digital, a full-service interactive media agency, has bagged the digital mandate for Majhi Metro Festival for the second year in a row. The account was won following a multi-agency pitch. As part of the win, the agency will work on integrating the brand's online and offline presence together.

The Majhi Metro Festival brings together art and culture at Mumbai's metro stations with the aim to make daily commute and local travel an optimistic and joyful experience for the citizens of Mumbai. The Majhi Metro Festival, an annual affair that celebrates different forms of art, was first organised in 2013 which saw the participation of students from the disciplines of Fine Arts and Applied Arts, across Mumbai. The 21-day festival is currently underway in Mumbai, and will go on until July 31.

"Exciting times are ahead of us as we expand our relationship with Fruitbowl Digital for the second time. Fruitbowl Digital has been tremendous in its association with Majhi Metro. Bringing Mumbai's one-of-its-kind cultural festival has added yet another bonus," says Naresh J Sharma, brand and marketing head, Reliance Mumbai Metro.

The theme for this year's festival is 'My Metro My Story'. Poets, photographers, and painters across Mumbai have been invited to showcase their talent.

On winning the digital mandate once again, Dedeepya Reddy, co-founder, Fruitbowl Digital, says, "It is certainly a delight to win the mandate for the second time. Integrating the online with the offline is at the core of our strategy. We have an entire line-up of Insta meet, poetry slam, artist workshops, and doodle wall, along with poetry tree and other interesting things for the 21-day festival that will have you ask for more. It's things like these that truly redefine the meaning of art and we are super determined to make it a huge hit."

The event will be judged by poet, novelist, and translator Sampurna Chattarji, photographer Ajay Salvi, Deepak Chawla, a multi-skilled professional with nearly 30 years of experience in diverse profiles like operations, business development, sales, marketing, and human resources, and independent illustrator, graphic designer and type designer Pranita Kocharekar.