MUMBAI: MindShift Interactive has bagged the digital mandate for Za, a premium skincare and makeup brand launched in India in 2014 by the Japanese beauty major Shiseido.

MindShift Interactive which specialises in crafting social media strategies through a data centric approach and using its expertise within the luxury and lifestyle market, will carry the complete digital mandate for Za - crafting social media marketing campaigns, conducting digital research audits, driving media planning and buying, carrying out influencer marketing programs, along with leveraging the brand through technological advancements across multiple mediums. Gaining insight on the women of today and the positioning of the brand, MindShift Interactive will digitally target the brand’s overarching consumers – Indian Metropolitan women.

MindShift Interactive CEO Zafar Rais said, “We are excited to extend the right digital solutions to Za. We intend to scale the brand in India through our insights on the beauty and lifestyle industry, and give it outreach through innovations and a seamless digital and offline connect that promises to build upon a group of evangelists for the brand.”

Shiseido India marketing director Salman Z. Bukhari added, “We are delighted to have MindShift Interactive on board as our digital partners. The agency’s fresh and engaging approach will surely resonate with the Za women in India. We have made a conscious effort to grow our brand’s presence through this medium and speak the language of Urban Metropolitan women, MindShift Interactive’ s expertise will help realize this vision”