FCB Ulka wins Merino Group account

The agency will handle ATL, BTL and digital for Merino Laminates, Merino Furniture, and Vegit.

Merino Group, a manufacturer and marketer of interiors solutions, agro business and IT solution services, has awarded its brand strategy and creative duties to FCB Ulka, Delhi following a multi-agency pitch.

As part of the mandate win, the agency will handle above the line (ATL), below the line (BTL) and digital for three business verticals of the Merino Group namely - laminate brand, Merino Laminates, furniture brand, Merino Furniture, and their fast moving consumer goods (FMCG) food brand, Vegit.

Commenting on the association, a spokesperson from Merino Industries says, "Merino Industries Ltd. is very excited to partner with FCB Ulka in its journey of delighting customers with superior innovation, branding solutions, and go-to market excellence. The Group will endeavour to bring resident knowledge of the trade obtained over years, and its application into all facets of business activity, and thereby actualise its vision of enduring growth based upon the pillars of economy, excellence and ethics established over decades in business."

Commenting on the win Rohit Ohri, Group chairman and chief executive officer (CEO), FCB India adds, "We're delighted to partner The Merino Group in this exciting new growth phase of the organisation. FCB's new creative mantra - First Create Behaviour, and our new planning protocol - Brand Bedrock debuted at this pitch. The other debut was that of our new regional leadership team, Debarpita Banerjee (president, North and East), Surjo Dutt (national creative director) and John Thangaraj (executive planning director). This win is very special because it's testimony to the fact that we have a winning team, and great tools that will help us better partner our clients going forward."

Expressing her views on winning the account, Banerjee shares, "This is an exciting even though a bit nascent side of the decorative market. This space throws up immense potential, and allows fresh thinking, giving us a chance at category creation. We are sure to land at some great work."

Merino Laminates, a popular brand in the laminate segment, offers an extensive product. Founded in 1981, Merino Laminates today claims to be present in over 60 countries, and showcases a vast range of premium laminates with more than 10,000 designs, textures, colors and finish. Vegit, a subsidiary of Merino Group, is a first-of -its- kind in the Ready-to-Cook category. Presently, its range of 13 tasty vegetarian snacks starting from Aloo Mash to Hara Bhara Kebabs are all made in the most healthy form this category can take.

FCB Ulka Advertising is the flagship agency of the FCB Ulka Group, which is a part of the FCB Worldwide, owned by the Interpublic Group of Companies (IPG).

Besides three mainline creative agency brands, and a media agency brand, the FCB Ulka Group has an array of specialised divisions like digital, direct/CRM, healthcare, brand consulting, analytics, activation, and public relations (PR).