Mumbai: Haymarket SAC Publishing (India), a joint venture between Haymarket and Sorabjee Automotive Communications, has appointed Chimp&z Inc from Merge Infinity Global as the creative and ideation partner for its three magazines- Autocar India, Autocar Professional, and What Car?

The accounts were won in a comprehensive pitch. The agency will conceptualise and design the brands’ digital creative strategies and communication. The scope also entails positioning, creating guidelines and assets, conceiving digital marketing and advertising campaigns for the brand. The account will be serviced from the agency's Mumbai office.

The brand’s partnership with the agency is based on a shared vision of crafting creative ideas that will articulate the vision, innovation, and offerings to retain its global reach, it said on Thursday.

Autocar India editor and Haymarket SAC Hormazd director Sorabjee, said, “The team at Chimp&z are a passionate bunch, high on energy and bubbling with creativity. It’s a pleasure working with a company that shares our values for producing the best possible content, and has a ‘can do’ spirit.”

Chimp&z Inc CEO and co-founder Angad Manchanda, said the agency is thrilled to create unconventional digital content for Autocar India. "Lavinn (co-founder) and I are both motorheads and have been ardent fans of the work Hormazd Sorabjee and his team pulled off at Autocar India. We have aligned a dedicated team of motor enthusiasts who will be leading the brand here at Chimp&z Inc and we look forward to creating powerful pieces of work for the brands," he said.