Mumbai: Okaya Battery, a manufacturer of batteries, has chosen Mullen Lintas as their creative partner to showcase their extensive line of extremely low-maintenance, long-lasting batteries that are made in the greenest of factories.

By utilising their broad range of products, which also includes SMF batteries, e-rickshaw batteries, and inverter batteries, Mullen Lintas hopes to draw in new customer demographics and cultivate brand preference through a variety of communication channels.

The Mullen Lintas office in Gurgaon would be in charge of managing the account.

Commenting on the association, Okaya Batteries director Arush Gupta said, "We have some ambitious plans for the future, and we were looking for a creative partner who could deliver impact and disruption. With Mullen Lintas' refreshing approach to strategy and creativity, we look forward to creating significant market impact for Okaya with Mullen Lintas."

With India's highest integrated production facility for tubular batteries, the brand also employs proprietary technology that gives clients longer backup and extra life at comparatively cheap maintenance costs when compared to products in the same category.

Speaking about the win, Mullen Lintas CEO Hari Krishnan said, "We are thrilled to have been given the opportunity to be the creative arm for Okaya Batteries. It’s a somewhat commoditized category, with trade playing a huge role in influencing the purchase decision. Our intent would be to build consideration & preference for Okaya and change the purchase decision process with our ‘challenger’ approach."