AkzoNobel, a paints and coatings company has recently appointed Mullen Lintas as its creative agency in India. The agency will be tasked with delivering on the growth objectives and business opportunities in the Indian subcontinent region.
AkzoNobel has a large portfolio of brands including Dulux, International, Sikkens, and Interpon. Mullen Lintas will be conceptualizing and executing a communication strategy for Dulux in India.
“We are delighted to have won the India mandate for AkzoNobel,” said Hari Krishnan, CEO, Mullen Lintas.
“The challenges for the brand are clearly cut out in this highly competitive category with many new entrants also in the fray. It’s a great opportunity for us at Mullen Lintas to deploy our ‘Challenger’ philosophy and deliver an unfair share of attention for the brands in the AkzoNobel portfolio.”
AkzoNobel had recently announced the appointment of MullenLowe Group as its creative partner for their Global Marketing Organization based in Amsterdam. MullenLowe Group’s UK office will run the global hub with regional support from the different local country offices.
While the network will be responsible for global brand strategy and communications, the country offices will craft the strategy and communication tailored meaningfully for the regional market and its audiences.
“We were impressed with the category understanding and the creative acumen of Mullen Lintas to understand our consumer value proposition,” said Rajiv Rajgopal, Managing Director, AkzoNobel India. “We look forward to a strong & effective long-term partnership with them to further strengthen our portfolio in the Indian market.”