Synthite Group's to-be-launched FMCG brand's duties won by Windowseat

Windowseat, a Bangalore-based integrated marketing communications company, has won the creative duties following a multi-agency pitch for the soon-to-be-launched ‘Kitchen Treasures’ brand of foods, from the house of SYNTHITE Group, a 2000 Cr company that is a world leader in the natural spice extracts and flavouring products. The Kitchen Treasures brand is also the first foray into the B2C segment from the Synthite Group.

As a result of the multi-agency pitch, the creative advertising, digital and OOH duties will be officially handled by Windowseat. The mandate also includes Windowseat taking up TVCs, Social Media, Digital Marketing and Web Presence tasks for the new brand.

Kitchen Treasures brand of foods is the FMCG arm of the Synthite group which is an integrated corporation with diversified interests in spices, oleoresins, flavouring products, farm technology, hospitality, property development and non-conventional energy.

The Synthite Group, headquartered in Kerala, India, is the world’s largest producer of natural Spice Products, oleoresins and Food extracts with presence in USA and China and representation worldwide. The group has an illustrious 40+ year history of existence with an impressive worldwide client portfolio that includes PepsiCo and Lays among many leading brands.  Today, industry pioneer Synthite Group account for more than 30% share in the global Oleoresin market, and is preparing to make new forays into the world of food ingredients with the ‘Kitchen Treasures’ brand.
With the Kitchen Treasures’ vision to become a fully diversified player in the foods category, Windowseat has to work on the growth of Kitchen Treasures brand, leading with the spices category. The products from the brand are additive-free, 100% pure and natural, which is their key differentiator in the spice products market.

"We hope to create a highly differentiated positioning in the market place for ‘Kitchen Treasures’. For us, this win reinforces our belief in creating brands with ideas that go beyond advertising; ideas that are not about saying something but doing something, ideas that don’t interrupt the customer and are worth their time. Ideas that help the customer discover the brand one step at a time” said Vinod Vijaykumar, CEO - Windowseat on the occasion of the account win.

Kitchen Treasures, having roots in decades of experience in premium exports draws on the company’s strength in process excellence. Speaking about the new venture and the association with Windowseat, Ashok Mani, CEO - Intergrow Foods (Synthite Group), said, "Synthite has been a trusted ingredient vendor globally for the past 40 years. Through ‘Kitchen Treasures’ we hope to deliver this quality and innovation into every household in India over the next 5 years. In Windowseat we saw a partner who could truly think global and act local. In today’s overcrowded media and market place, we will together through our ideas and products try to innovate and create an experience every customer can treasure."

Windowseat also recently won the creative duties for WonderLa Holidays Ltd, a leading amusement park and resort business. The agency’s core team consists of notable personalities such as Vinod Vijaykumar, who has devised and executed some successful award winning campaigns; and Jishnu Dasgupta, well known engineer-turned-marketer-turned-musician who also doubles up as the bass player for the acclaimed folk-rock band ‘Swarathma’. Their clients also include Diageo, Honeywell, V-Guard and Clubd.