Mumbai: Utility footwear major, Relaxo has roped in L&K Saatchi & Saatchi to manage the entire integrated mandate of its brand, Flite.

As its AoR, L&K Saatchi & Saatchi will be responsible for repositioning the brand, develop consumer focussed brand communication campaigns that will be extended on to digital platforms, while also developing always-on content for the brand throughout the year. The media mandate also includes both mainline and digital.

Relaxo Footwears' executive director Gaurav Dua expressed his contentment on this new development and said, "We are glad to have L&K Saatchi & Saatchi on board as our communication partner. In our initial conversations with them, there was a complete alignment on the brand's vision and their approach to it. I am very optimistic of this alliance and can foresee the brand getting the right launchpad for the future."

Highlighting the novelty factor behind the win, L&K Saatchi & Saatchi, managing director, Paritosh Srivastava said, “Flite, one of the biggest brands in the Relaxo portfolio, has done a tremendous job of creating a segment of its own. As their business partner, our role now will be to make sure that the brand takes a new flight in the minds of the consumers and trade while achieving a growth trajectory that will propel it in a league of its own.”

L&K Saatchi & Saatchi, EVP (north and east), Atin Wahal said, the integrated win for the brand Flite across mainline, digital and media, allows the agency to demonstrate its 'Power of One' strengths by effectively delivering huge value on marketing spends. “We find our spirit of ' Nothing is impossible' resonating with the Flite team from day one and we feel that it’s a marriage of sorts that was waiting to happen. We welcome Flite to our strong portfolio of clients in the North,” he said.