Sugar brand, Madhur Sugar has awarded its creative duties to Triton Communications. The agency will now work with the company to penetrate a category which is almost entirely unorganised.
Virendra Saini, executive director, Triton Communication, said, “Winning this business is a very momentous thing for us as an agency. Sugar is a very low involvement product and consumers are generally unaware about the ill effects of consuming loose sugar. In such a scenario it is quite a challenge for a brand to penetrate the market, change habits and become a household name.”
Jyotsna Parikh, creative head, Mumbai, Triton Communications, said, “It’s indeed a big win for us. We went into the pitch with some really compelling work on changing the current mindset of the consumer who is very discerning when it comes to other categories, but somehow has not paid enough attention to sugar. And the reward was really sweet.”
Falgun Bhatt, head, marketing, Shree Renuka Sugars Ltd., Mumbai, said, “With Triton Communications, the builder of many iconic brands, coming on board as a brand partner, all the blocks are falling in place for a disruptive and transformative growth. We are very excited and looking forward to a great journey ahead.”
According to the company, Madhur Sugar is aiming to change the purchase habits of consumers who are predominantly not aware of the harm that loose sugar can cause.