Troo Good appoints Wunderman Thompson for strategic advertising & comms

Troo Good, India's foremost millet snack enterprise, proudly announces the selection of Wunderman Thompson as its advertising agency, solidifying a multi-year, multi-crore collaboration. This transformative partnership positions Wunderman Thompson to spearhead comprehensive advertising campaigns and promotional initiatives for Troo Good, strategically conveying the brand's ethos to its target audience while fortifying and perpetuating the brand's market standing.

Under the terms of this pivotal mandate, Wunderman Thompson assumes responsibility for crafting compelling advertising and digital communications strategies for Troo Good across various social media platforms too. The agency's integral role encompasses the development of communication and creative frameworks, ensuring the brand's messaging is articulate and resonant with consumers. Wunderman Thompson is set to orchestrate Troo Good's inaugural mass media campaign, spotlighting the brand's distinctive attributes, centered on taste, nutrition, and affordability.

In the meticulous selection process for its advertising partner, Troo Good invited agencies nationwide to vie for the mandate. Following a rigorous shortlisting process, Wunderman Thompson emerged triumphant among 43 participating agencies, excelling in criteria such as national presence, business acumen, experience in managing comparably scaled high-growth enterprises, and a demonstrated prowess in creative communication strategies.

Troo Good, a trailblazer in the millet snacking industry, has significantly expanded its footprint from 15,000 to 30,000 outlets within the past six months. Presently operating six state-of-the-art factories, the brand's reach extends across Telangana, Andhra Pradesh, Chhattisgarh, Odisha, Karnataka, Uttar Pradesh, and Jharkhand. Notably, Troo Good has achieved a commendable revenue of ₹53 crores for the fiscal year 2022-23, projecting an ambitious revenue target of ₹100 crores for the fiscal year 2023-24. This strategic collaboration with Wunderman Thompson underscores Troo Good's commitment to elevating its brand presence and market share in the evolving landscape of millet-based snacks.

Speaking on the announcement, Raju Bhupathi, Founder and CEO, Troo Good, said, “Troo Good has seen exponential growth since inception. We are making heavy investments in brand building and retail to further expand on that momentum and are exploring the utilization of all possible channels to highlight the benefits of millet-based snacks to consumers and make them aware of our affordable and healthy offerings. As a means of achieving this, we have assigned our advertising mandate to one of the top agencies in the country, Wunderman Thompson, after a detailed shortlisting process. We see a strategic fit and a professional alignment in this association that will help us accomplish our marketing goals."

Commenting on winning Troo Good's advertising mandate, Vijay Jacob Parakkal, Managing Partner at Wunderman Thompson, said, “We are delighted to partner with the new exciting millet brand Troo Good. Our strategy weaves affordability and nutritional excellence into Troo Good's brand story. By amplifying the brand's unique selling proposition, we are poised to deliver a compelling narrative that not only captures attention but also reinforces Troo Good's market distinction.”

Headquartered in New York, Wunderman Thompson was founded in 2018, after Wunderman was merged with J. Walter Thompson Co., and is an industry leader with a rich legacy of expertise in advertising, branding, digital marketing, and data analytics.