Indigo Paints appoints Initiative as media AOR

Following a multi-agency pitch, one of India’s large paint manufacturing companies, Indigo Paints has appointed Initiative as its media agency on record (AOR). The agency is part of India’s second largest media agency network, IPG Mediabrands. The mandate includes media investment and strategic partnership, including print, television, digital, out-of-home (OOH) and radio. The account will be managed by Initiative’s Mumbai office. 

Talking about the appointment, Hemant Jalan, Managing Director, Indigo Paints, said, “Indigo Paints is a fairly young company and we started our operations in 2000. We have always developed innovative products, and in this short timeline we have managed to challenge the established players in the category. In the paints category in India, which is otherwise dominated by a select few established brands, we have managed to clock in very high growth rates and we hope to continue this momentum for the next several years.” 

“We were scouting for a media agency that would improve our media efficacies, strategic thinking and bring in fresh perspective to our brand journey. We have found that perfect fit with Initiative,” he further added. 

Commenting on the win, Vaishali Verma, CEO, Initiative, said, “It is a moment of pride for us to be associated with Indigo Paints and we are delighted with the trust that the company has shown in us. The opportunity to partner Indigo Paints during this high growth phase is extremely stimulating for all of us at Initiative. The greatest strength of Initiative is strategy and we are committed to creating innovative, cutting-edge work for Indigo Paints.”