MUMBAI: Mullen Lintas has acquired the creative mandate for Marico’s Saffola following a multi-agency pitch. A multi-disciplinary team in its Mumbai office will be handling the responsibilities.

Marico Ltd chief marketing officer Koshy George said, “Since its launch, Saffola has emerged successfully time and again to create relevant products for consumers and become one of the most trusted brands in India for leading a healthy lifestyle. Today, Saffola is integral in driving Marico’s growth story. The brand has expanded its portfolio, offering a range of innovative products in the super premium refined edible oil and healthy foods categories. As we build on this strong brand equity and amplify our innovation trajectory, we look forward to working with Mullen Lintas whose creative ideation, proficiency and execution excellence will aid our efforts in creating a brand of the future.”

Mullen Lintas CEO Vikas Mehta said, “Saffola is an iconic brand that has continued to play a huge role in making India heart-healthy. The brand has been built on the back of some really memorable advertising over the years. As Mullen Lintas comes on board as its new creative partner, we will do our best to up that legacy further and help the brand leap into a future that’s even brighter than its past. Saffola is a heart-warming addition to the Mullen Lintas portfolio as it further strengthens our credentials in FMCG and healthcare.”

Saffola offers a range of products that have been formulated to seamlessly integrate health into everyday life. This includes a range of Super Premium Refined Edible Oils and Healthy Foods (Plain and Masala Oats).