Publicis Beehive bags creative mandate of Balaji Wafers


Publicis Beehive, the full-service ad agency from Publicis India has won the creative mandate of established snacks and namkeen player, Balaji Wafers. The account was won via a thickly contested multi-agency pitch, where the client found favour with the idea put forth by Publicis Beehive.

To be handled out of the Mumbai office, Publicis Beehive will strategize and execute forward-thinking communication for the brand while establishing its legacy as a trusted & leading snacks player in the Indian market.

Flagging off the partnership, Publicis Beehive has launched an integrated ad campaign led largely by a series of TVCs that show how Balaji Wafers is uniquely positioned in the marketplace and is the favorite choice of the consumers. The campaign would be launched across major traditional avenues including television, print, outdoor, radio, and digital.

Commenting on the news, Keyur Virani, Director, Balaji Wafers Pvt. Ltd, said: “Publicis Beehive got the insight on the brand and value proposition spot on. The creative execution of their thinking was disruptive too. Subtle humor in the category of wafers and snacks is so difficult to achieve and we were pleasantly surprised to see how easily they married this style of storytelling.”

Sharing his views on the brand thought and execution, Paritosh Srivastava, COO – Publicis Beehive said, “Balaji Wafers is a trusted name in the snacks and namkeen category and we are delighted to have them partner us as they embark on a quest to become a household name across India. The key insight was to play on the one factor that sets the brand aside from the others – less air and more wafers. What better way than to relate it to real life instances. We are excited with the inaugural brand campaign and are positive that it will connect innately with the consumers at large.”


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