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MuscleBlaze assigns creative duties to DDB Mudra Group

Following a competitive multi-agency pitch, the DDB Mudra Group has won the creative duties for MuscleBlaze, a leading sports nutrition brand. As part of the mandate, the agency will be responsible for its digital and brand strategy planning. 

At DDB Mudra, MuscleBlaze would be managed by the agency’s Gurgaon unit; led by Jaipal Singh, Director - Brand Engagement, DDB Mudra North, on the account management front and by Tushar Handa, Senior Strategist, DDB Mudra North, on the strategy front. 

Founded in 2012 by Healthkart, a leading online vendor of health products, MuscleBlaze is one of the top private labels in the nutrition and supplements business. In 2016, Healthkart raised Rs 80 crore in a round of funding from existing investors like Sequoia Capital India, among others. 

With assured quality and cutting-edge performance at an honest price, MuscleBlaze has quickly risen to become a consumer favourite in India. This achievement has been made possible by their strict adherence to principles which involve the use of the purest of ingredients and stringent processes to guarantee quality products. Their products are FSSAI certified and are manufactured at HACCP certified state-of-the-art plant. 

Quoting on the partnership, Sameer Maheshwari, Founder & Managing Director, MuscleBlaze, said, “MuscleBlaze is a sports nutrition brand that has been built with a lot of passion over the last 6 years. As we forge ahead aggressively to change the fitness landscape of India, we needed an agency that thinks strategically and has a superlative creative product. DDB Mudra exhibited a keen understanding of the category and customer during the pitch process. We look forward to build brand MuscleBlaze with them.” 

Quoting on the partnership, Deepak Nair, Chief Growth Officer, DDB Mudra Group, said, “The Indian consumer market is progressively warming up to the consumption of nutrition and dietary supplements. Since its launch, MuscleBlaze’s quality products have helped the brand create a band of loyalists; whose numbers are growing by the hour. We are excited to partner with MuscleBlaze to aid their growth story in India. I am sure that creating conversations for this brand will be an absolute delight.” 

“Muscle Blaze is a big brand of the future; in terms of what it offers to the fitness enthusiast and how it’s marketed. With respect to us, it offers an opportunity to put to test our new way of thinking and working, where a handpicked team of specialists, work on a business.” added Sumeer Mathur, Senior Vice President & Head - Strategic Planning, DDB Mudra North.


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