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Dentsu wins Synthite co Vieda's strategic, creative mandate

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MUMBAI: Dentsu India, the integrated full-service communication agency from Dentsu Aegis Network, has bagged the strategic and creative mandate for Vieda, a newly-launched personal care brand by The Synthite Group, following a multi-agency pitch.

Synthite Group, a value-added natural ingredient corporation, kicking off with bathing bars and hair oil products, will extend its product portfolio with shampoo and toothpaste in the months to come.

Launched in Kerala in phase one, company sources confirm that they would expand in the South Indian market in the second phase and will be available across the country soon. The innovative product developed for bath soap (one portion to care specially for the face and the other to cleanse the body) definitely looks at being the game-changer in the category. Their hair oil brand - Vieda Nuvo - will surely shake up the market what with specially curated oils sourced from nine different places - both within and beyond India. The other hair oil variant - Kachiya Enna - is a traditional recipe that rings in the indigenous touch.

Intergrow Brands (Synthite company) MD and CEO Ashok Mani said, “We don't look for vendors or agencies but we look for partners who understand our language and share our dreams. At Dentsu, we see a lot of what we want from our partner. Their understanding of how the product intertwines with brand communication will definitely help in setting us apart from the rest as we start on this new journey to build one of the finest personal care brands in the country.”

Dentsu India CEO Simi Sabhaney said, “We are looking forward to creating effective work for this brand, which has been conceived and created on a wholesome philosophy."

Dentsu India VP Vidya Sankar added, “We were overwhelmed by the product differentiation that Vieda had to offer. Dentsu will complement it by out-of-the-box creative and strategic direction."

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