Adani Wilmar awards Alife Soap creative mandate to HCF

Adani Wilmar has given the creative mandate of their newly launched Alife Soap to HCF - Hetarsh Creative Force, an advertising agency based out of Ahmedabad, which boasts of some of the leading national and international FMCG clients.

Alife soap marks the entry of Adani Wilmar in the personal care category of the FMCG industry. This foray comes soon after the Fortune brand has gone through a transformation from edible oil to a food brand.

“This win marks a significant creative and strategic marketing opportunity for HCF as Adani Wilmar is one of the fastest growing FMCG companies in India. We look forward to the association as we will now be closely involved with the entire marketing and advertising strategy around the launch and subsequent branding for the soap that will see Alife grow into a pan India brand,” says an excited Amit Parikh, the Founder and CCO of HCF. Amit has been associated with brand Fortune of Adani Wilmar for about two decades and since inception, and has worked closely with them from his Mudra and Triton days, before he started his own creative agency. “What thrills us is that our proposed communication even stood the test of a small market research that Adani Wilmar conducted,” Amit adds.

The launch of the soap has not only strengthened our product basket but also provided us the required thrust in the ongoing transformation of the company from Oil to Food to FMCG. I am glad HCF has associated with us to spearhead Alife Soap on the creative front.
– Mr. Angshu Mallick, Deputy CEO, Adani Wilmar Ltd.

At Adani Wilmar, we have been sharing a long, business building relationship with HCF. Now is the time to make Alife brand a household name just like our flagship brand Fortune. I am confident that we will be able to achieve that with the help of HCF’s strategic and creative expertise.
– Mr. Ajay Motwani, Head of Marketing, Adani Wilmar Ltd.