Grey India bags creative duties for Maharishi Ayurveda

The account was won following a multi-agency pitch process and will be handled from Grey's Gurgaon office.

Grey group India has bagged the creative duties for ayurvedic herbal supplements brand Maharishi Ayurveda. The agency will handle the master brand and key entries in India and global markets. The account was won following a multi-agency pitch process. The team at Grey 's Gurgaon office will service the account.

Yashaswini Samat

Yashaswini Samat, chairman and managing director, Grey group India says, "The Grey India team and especially Grey Gurgaon, is excited and geared to work with Maharishi Ayurveda. We feel the timing for such products and its offerings is key to addressing a number of issues people face today on a daily basis. From stress to aging to vitamin deficiencies, these problems are caused by natural circumstances and need a solution that also comes from a natural source and Maharishi Ayurveda has those answers."

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Ram Shrivastava, director - Maharishi Ayurveda Products, says, "This is a crucial time for us to strengthen our foothold in the wellness segment. We have always been known for quality ayurveda products and we needed a creative partner to take this word out to consumers who can benefit from our offering. With the consumer insight and the creative approach, we feel confident in partnering with GREY India to take this mission forward".

Ramesh Yadav, global marketing head, Maharishi Ayurveda Products says, "We liked the rigor in thinking, category understanding and similar challenge approach presented by Grey that gave us the confidence to have them on-boarded as our creative partners. We want to intensify our efforts in India as it's an important and growing market. We re-looked at our brand strategy that involved a brand revamp and certain strategic priorities in terms of category choices with an objective of making ayurveda relevant to today's audience by listening to their needs and requirements. The idea is to reach out to those who are pre-disposed to natural, herbal and ayurveda, however, may be fussy, but are willing to explore the category/products that cater to their lifestyle-related health issues. We believe Team Grey will bring in a lot of value to our vision and will be able to contribute significantly to our journey."