VML Qais wins digital duties of Shiseido

The agency will handle the brand's skincare brand 'Za,' which will be introduced in April.

Shiseido has announced the appointment of VML Qais, the Indian arm of VML Network, to handle the digital duties of its skincare brand 'Za' in India. The global brand 'Za' will be launched in India by April, this year. The agency will conceptualise the entire digital strategy of the launch, create the brand's website and blog, and manage its social media activities.

On winning the account, Tripti Lochan, CEO, VML Qais, says, "Digital, as a medium, has deeply entrenched itself in the Indian scenario. India is now the third largest internet population, of which 39 per cent are women. It is, therefore, a necessary platform for a contemporary beauty brand such as Za to connect with its target audience. We are excited to add Shiseido's Za to our roster of clients in India and strengthening our category experience as well."

According to Salman Bukhari, director of marketing, Shiseido India, "VML Qais demonstrated unparalleled understanding of the digital space, coupled with a strategy that was backed by relevant insights and superlative creativity. Given that digital is going to be a driving pillar of our marketing strategy, they were the perfect partners! Together, we are excited to make an impactful entry in the Indian market."

Shiseido forayed into India around 2002 and was present only in premium department stores. The brand set up the fully owned subsidiary in Mumbai only in 2013, which enabled it to launch other brands in its portfolio available abroad.

VML Qais set up its India office in 2012. The agency has earlier worked on digital marketing strategy for Revlon India. Some of its clients include Religare Healthfore, Mahindra & Mahindra, ICICI Bank, Revlon, Tata Motors, Club Mahindra and Mahindra 2 Wheelers.