Mumbai: Digital communication agency Hashtag Orange has won the digital mandate for menswear brand Mufti. The agency will be responsible for the brand's website management, creative, SEO, and media.

“At Hashtag Orange, we follow a holistic approach to augment a brand's digital business by combining elements across media, communication, user experience, data & insights, technology, and innovation," said Hashtag Orange founder Mukesh Vij. "I am sure we will be able to help Mufti achieve its goal while making an impact in the market with our customised strategies."

Launched in 1998, Mufti today has successfully crafted an identity that has made it synonymous with trendy casual wear. This has come about as a result of a single-minded focus on the segment that is also reflected in the brand's maiden tagline, ‘anything else is uniform’, said the statement.

“We are happy to have Hashtag Orange as a partner in our journey to strengthen our position in the market," said Mufti founder and MD Kamal Khushlani. "We are confident that with the ever-changing digital scenario, Hashtag Orange will be able to develop a robust digital strategy for our brands and add momentum to all our marketing initiatives.”