Hug Innovations assigns strategic and creative duties to Dentsu India

The account was won following a multi-agency pitch.

Dentsu India, the integrated full-service communications agency from Dentsu Aegis Network, has bagged the strategic and creative mandate for Hug, the world's first gesture-controlled smartwatch. The account was won following a multi-agency pitch.

Commenting on the account win, Simi Sabhaney, chief executive officer, Dentsu India, says, "We look forward to create some great work for Hug, a brand that is poised to redefine the smartwatch category in India."

Confirming the news, Raj Neravati, founder and chief executive officer (CEO), Hug Innovations, says, "Dentsu's passion and belief in the Hug smartwatch caught our attention right from the first conversation. Its creative ideas were clear and modern, and the category positioning was sharp. We are excited to partner with Dentsu, and its ability in positioning Hug as a brand."

Commenting on the win, Vidya Sankar, vice-president, Dentsu India, says, "We are delighted to partner with Hug. It's an interesting category to work on and has tremendous potential to deliver great work both offline and in the digital space. Our understanding of the category, strategic direction, and our integrated approach nailed the win."

Rahul Vengalil, business head, Isobar, adds, "We are excited to work with Hug, the world's first gesture control smartwatch. This is a great opportunity to build a brand ground up using all mediums effectively, with digital being a very important part of the marketing mix."

Hug Innovations is a technology start-up and the company claims that Hug smartwatch is the world's first gesture-controlled smartwatch. Hug delivers all the features just like other smartwatches, but brings in a differentiator through gesture control. Through hand gestures, you could turn up the music, dim the lights, play console games, switch presentation slides, fly your remote-controlled helicopter or drones like a pro, navigate smart televisions, and even control any virtual reality-based applications.

Dentsu Aegis Network's presence in India comprises the global network brands Carat, iProspect, Isobar, Posterscope, Vizeum, MKTG, Amnet and McGarryBowen along with the Dentsu branded agencies Dentsu Impact, Dentsu One, Dentsu India, Dentsu Media, Taproot Dentsu, and Dentsu Webchutney. Newly added to the group are the recently acquired local brands Milestone Brandcom, WATConsult, Fountainhead MKTG, and the Perfect Relations Group.