Home News & Update English Adani Wilmar Elects HCF for Creative Duties Of Its Newly Launched Soap

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Adani Wilmar Elects HCF for Creative Duties Of Its Newly Launched Soap



Adani Wilmar, being the largest portfolio of brands in the Indian edible oil industry is now marking its entry in the personal care category of FMCG industry. The company is stepping foot in the personal care category with its new launched soap-Alife. The creative mandate for the soap is awarded to Hetarsh Creative Force.




Hetarsh Creative Force, winner of two gold foxgloves 2018,is an Ahmedabad based Advertising Agency that turns products into brands and brands into success stories. The company is now closely associated to the entire marketing and advertising stratergy around the launch and subsequent branding for the soap.

 Angshu Mallick, Deputy CEO, Adani Wilmar, said, “The launch of the soap has not only strengthened our product basket but also provided us the required thrust in the ongoing transformation of the company from Oil to Food to FMCG. I am glad HCF has associated with us to spearhead Alife Soap on the creative front.”

On winning, Ajay Motwani-Head of Marketing, Adani Wilmar expressed that “At Adani Wilmar, we have been sharing a long, business building relationship with HCF. Now is the time to make Alife brand a household name just like our flagship brand Fortune. I am confident that we will be able to achieve that with the help of HCF’s strategic and creative expertise”.

Founder and CCO of HCF, Amit Parikh who has earlier worked with Adani Wilmar commented “This win marks a significant creative and strategic marketing opportunity for HCF as Adani Wilmar is one of the fastest growing FMCG companies in India. We look forward to the association as we will now be closely involved with the entire marketing and advertising strategy around the launch and subsequent branding for the soap that will see Alife grow into a pan India brand. “What thrills us is that our proposed communication even stood the test of small market research that Adani Wilmar conducted,” he added.

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