VML wins digital mandate for Wendy's India

Wendy's has tasked VML India with bringing alive the brand on digital and creating anticipation for the launch through social channels.

VML India has been named the digital agency of record (AoR) for Wendy's India, after a multi-agency pitch. Wendy's, an American brand of burger restaurants, made its debut in India on May 6, with its first restaurant in Gurgaon. It has chosen to launch in India with a restaurant experience and India-customised menu, in keeping with its brand philosophy of always being 'A Cut Above'. Digital is a key component of Wendy's marketing leading up to launch and as it grows its business across the country.

Jasper Reid, director, Sierra Nevada Restaurants - the holding company of Wendy's in India, says, "We chose to work with VML because we liked their fresh thinking and their sole focus on digital. And we liked their team - young, smart, willing to think differently and with an innate understanding of the online community; true digital natives. Wendy's and VML have formed a productive partnership and one where everyone is able to challenge, debate and interact...which is precisely what our customers do online."

Wendy's has tasked VML with bringing alive the brand on digital and creating anticipation for the launch through social channels. "VML's ultimate goal for Wendy's is to serve its digital experiences that generate the most meaningful and memorable engagement with the consumer. We are very excited to partner with Wendy's in their journey into India," shares Tripti Lochan, CEO, VML.

VML is a global marketing agency that delivers ideas and solutions for world's leading brands, including ICICI Bank, Mahindra & Mahindra, Revlon, Dell, INSEAD, Changi Airport and Mattel.

Founded in 1992 and globally headquartered in Kansas City, Mo., VML claims to have more than 2,300 employees with principal offices in 26 locations across six continents. Regionally headquartered in Singapore, VML has offices in Jakarta, Mumbai and New Delhi. In 2001, VML joined the communications services group WPP.