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Synthite Group appoints Windowseat as its creative partner

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BENGALURU: Windowseat, a Bangalore-based integrated marketing communications company, has won the creative duties following a multi-agency pitch for the soon-to-be-launched ‘Kitchen Treasures’ brand of foods, from the house of Synthite Group, a Rs 2000 crore company that is a world leader in the natural spice extracts and flavouring products. The Kitchen Treasures brand is also the first to foray into the B2C segment from the Synthite Group.

As a result of the multi-agency pitch, the creative advertising, digital and OOH duties will be officially handled by Windowseat. The mandate also includes Windowseat taking up TVCs, social media, digital marketing and web presence tasks for the new brand.

Kitchen Treasures brand of foods is the FMCG arm of the Synthite group which is an integrated corporation with diversified interests in spices, oleoresins, flavouring products, farm technology, hospitality, property development and non-conventional energy. The Synthite Group, headquartered in Kerala, India, is a leading producer of natural spice products, oleoresins and food extracts with presence in USA and China and representation worldwide.

Intergrow Foods (Synthite Group) CEO Ashok Mani said, "Synthite has been a trusted ingredient vendor globally for the past 40 years. Through ‘Kitchen Treasures’ we hope to deliver this quality and innovation into every household in India over the next five years. In Windowseat we saw a partner who could truly think global and act local. In today’s overcrowded media and market place, we will together through our ideas and products try to innovate and create an experience every customer can treasure."

"We hope to create a highly differentiated positioning in the market place for ‘Kitchen Treasures’. For us, this win reinforces our belief in creating brands with ideas that go beyond advertising; ideas that are not about saying something but doing something, ideas that don’t interrupt the customer and are worth their time. Ideas that help the customer discover the brand one step at a time,” said Windowseat CEO Vinod Vijaykumar.

Windowseat also recently won the creative duties for WonderLa Holidays, a leading amusement park and resort business. The agency’s core team consists of notable personalities such as Vinod Vijaykumar, who has devised and executed some successful award winning campaigns and Jishnu Dasgupta, well known engineer-turned-marketer-turned-musician who also doubles up as the bass player for the acclaimed folk-rock band ‘Swarathma’. The agency’s client list also includes Diageo, Honeywell, V-Guard and Clubd.

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