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First Create Behaviour, FCB Ulka's mantra debuts with Merino mandate

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MUMBAI: Merino Group has awarded its brand strategy & creative mandate to FCB Ulka Delhi, following a multi-agency pitch. The mandate involves work for Merino Laminates, Merino Furniture, and their FMCG food brand Vegit. The mandate includes ATL, BTL & digital.

Merino Laminates is a popular brand in the laminate segment and leading manufacturer and exporter of decorative laminates for interiors. Vegit, a subsidiary, features in the Ready-to-Cook category. Merino spokesperson said, ?Merino will endeavour to bring resident knowledge of the trade obtained over years, & its application into all facets of Business Activity."

FCB India group chairman and CEO Rohit Ohri said, "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 & east), Surjo Dutt (national creative director) and John Thangaraj (executive planning director)."

FCB Ulka president north & east Debarpita Banerjee added, ?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."

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