MUMBAI: Hygienic Research Institute Pvt. Ltd (HRIPL) has awarded the brand duties of its brand Vasmol to Soho Square. The agency will be responsible for all strategic and creative communication for the brand with immediate effect.

There was no pitch involved in this win, and the account mandate was awarded on Soho Square’s strategic approach to the brand’s marketing challenge.

When contacted, HRIPL joint managing director Ashish Chhabr said, “Our search for a strategic partner for our flagship brand Vasmol concluded with Soho Square as it has the O&M legacy and a rich brain pool. We look forward to this association, towards making Vasmol the most preferred brand in the hair colour and care categories.”

Soho Square office head Samrat Bedi added, “As a brand, Vasmol has been around for close to 60 years and is pretty dear to the Indian consumer. The challenge is to maintain that equity, while also helping the brand lead the way in the modern context… It is our responsibility as much as it is HRIPL’s.”

Soho Square SVP - strategic planning Shashank Lanjekar said, “When you look at a brand like Vasmol, you see its potential to be a leader, considering the huge following it already has… Now is the time to consolidate that position and ensure that the communication resonates with this generation.”