MUMBAI: Following a multi-agency pitch, the DDB Mudra Group has won the creative duties of Moonbow, a water purifier and air purifier brand by Hindware. As part of the mandate, the agency will be responsible for the creative strategy and execution for the brand.

The brand would be managed from the Group’s Gurugram office and will be led by DDB Mudra North executive vice president and business partner Ashwani Dhingra.

Hindware, a leading name in the Indian market, launched the consumer appliances brand- Moonbow in 2016. The brand strives to bring goodness into the lives of all its consumers with its aesthetically crafted, disruptively designed and technologically advanced range of water purifiers and air purifiers. The brand, though a fresh entrant in the market, aims to gain position in the top three ranks in the next five years.

Hindware president of consumer products division Rakesh Kaul says, “DDB Mudra has been our agency partner for Hindware kitchen appliances and water heaters. We have grown in these categories faster than the industry to capture good market share within three years and DDB Mudra has played its part in helping us achieve this growth. We expect DDB Mudra team to work in the same manner for our Moonbow brand and be a part of the brand’s growth journey.”

Water purification is a highly competitive category in India today. With the pressure on groundwater supply increasing in every large city/town and the over reliance on the monsoons every year, the need for purification is clearly felt in every home. Newer entrants in this category need to redefine the health benefits that more advanced water purification systems can deliver.

DDB Mudra Group executive director Rajiv Sabnis mentions, “Moonbow is uniquely placed to raise the stakes on their water purification offering and its proven benefits. We have an interesting challenge, to establish a differentiated and relevant health benefit amongst Indian homemakers.”