RC Cola awards digital duties to Brandlogist

The agency's mandate includes building brand using digital platforms and tools integrated with various offline touch points.

Digital branding agency Brandlogist has been roped in by RC Cola to handle its digital duties. The win for Brandlogist comes on the back of a multi-agency pitch held in Delhi.

The brand aims to make a foray into the Indian market, which is dominated by the Cola giants. It faces several challenges such as lower market penetration, low awareness and a smaller budget. To address these, the brand has decided to take digital as the primary driving platform.

The agency will handle digital media duties and build brand awareness using various digital and social media platforms. It will focus on digital media with integration across offline touch points.

Mohit Khattar, brand head, Iceberg Foods Limited, says, "It was the company's strategy to build a wider consumer base with the involvement of its audience and to create an experiential marketing environment by sharing the heritage and essence of the brand RC Cola. We as a company were looking for a young, creative, fresh and intelligent team who are among our target audience and would represent the sentiments and draft the likes of the consumers."

Saurabh Parmar, founder and CEO, Brandlogist, says, "We go to a client and say that it's not about having X number of Facebook Likes or people filing in a lead generation form without psychographically analysing the customer set. The digital strategy should focus on doing something interesting and relevant so that customers actually connect with you."

For the record, Brandlogist was started by Parmar in January, 2012. Earlier, Parmar was the head of the digital team at Ogilvy Delhi.