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Supplements brand Setu appoints Lowe Lintas to handle creative duties

Setu is a new-age, natural-led brand.

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MUMBAI: Setu, a natural nutritional supplements brand, has awarded its creative mandate to Lowe Lintas. The win comes on the back of Lowe Lintas’ strong experience in successfully building startup brands, a few of which have become 'Unicorns' with valuations exceeding $1 billion.

The Mumbai office of Lowe Lintas will handle the business.

With this creative mandate, Lowe Lintas will be expected to create a strong strategic roadmap for the brand, supported with digital-first thinking on communication.

Setu is a new-age, natural-led brand that crafts nutritional solutions to strengthen body functions against modern lifestyle induced conditions.

Currently, Setu is available exclusively online but is building out significant offline distribution and sales capabilities. Setu’s long-term objective is to become the natural supplement brand of choice.

Setu founder Nihaal Mariwala says, “We at Setu are very excited to work with Lowe Lintas on the next phase of our evolution as a brand. Their extensive and storied history in the consumer goods space will serve as well as we continue to craft the natural supplementation brand of choice for the Indian consumer. We look forward to reinforcing the importance of preventive nutrition and good health to our Indian audiences through unique, clutter breaking and compelling campaigns.”

Lowe Lintas CEO Raj Gupta adds, “Health supplements are fast gaining relevance in our lives and hence growing at a robust pace. It’s a nuanced category and building a brand like Setu in such a category is extremely exciting. As digital plays a critical role in this category, a lot of work on this brand would be led by digital, which makes it even more exciting.”

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