FCB Ulka bags creative duties of three business verticals of Merino Group

Merino Group has awarded its brand strategy and creative mandate to FCB Ulka Delhi following a multi-agency pitch. The mandate involves work for Merino Laminates, Merino Furniture, and their FMCG food brand Vegit. The mandate includes ATL, BTL and digital.

Merino Laminates, a popular brand in the laminate segment offers an extensive product range making them the world's leading manufacturer and exporter of decorative laminates for interiors. Founded in 1981, Merino Laminates is today present in over 60 countries and showcases a vast range of world class, premium laminates with more than 10,000 designs, textures, colours and finish.  Vegit, a subsidiary of Merino Group, is a first of its kind in the Ready-to-Cook category. Presently, it’s range of 13 vegetarian snacks starting from Aloo Mash to Hara Bhara Kebabs are all made in the most healthy form this category can take.

On the association, a Merino Industries spokesperson said, “Merino Industries is very excited to partner with FCB Ulka in its journey of delighting customers with superior innovation, branding solutions and Go to Market excellence. The group will endeavour to bring resident knowledge of the trade obtained over years and its application into all facets of business activity. And thereby, actualise its vision of enduring growth based upon the pillars of economy, excellence & ethics, established over decades in business.

Commenting on the win, Rohit Ohri, Group Chairman & CEO, FCB India, said, “We’re delighted to partner The Merino Group in this exciting new growth phase of the organisation. FCB’s new creative mantra - First Create Behaviour, and our new planning protocol - Brand Bedrock debuted at this pitch. The other debut was that of our new regional leadership team, Debarpita Banerjee (President - North & East), Surjo Dutt (National Creative Director) and John Thangaraj (Executive Planning Director). This win is very special because it is testimony to the fact that we have a winning team and great tools that will help us better partner our clients going forward.”

Debarpita Banerjee, President North & East, FCB Ulka, added here, “This is an exciting, even though a bit nascent side of the decorative market. This space throws up immense potential and allows fresh thinking, giving us a chance at category creation. We are sure to land at some great work.”