Mumbai: dentsuMB, the integrated creative agency from dentsu India, has won the mandate for the branded portfolio of the homegrown agri-commerce company, WayCool Foods. The account will be serviced from the agency’s Chennai office.

As per the mandate, dentsuMB will be responsible for managing the brand strategy and developing creative solutions across the brand portfolio. “The most rewarding part of our business is when the client acknowledges its agency partner with an additional mandate. We are truly humbled and honoured to have been chosen as the lead agency for WayCool Foods to build its portfolio of brands in India and abroad," commented dentsuMB India managing partner Indrajeet Mookherjee.

WayCool Foods has launched a range of branded food products across its portfolio of staples, dairy products, and fresh produce. Formed with the vision ‘to be the most efficient, impactful and sustainable agri-commerce platform,’ the company is set to expand its reach to domestic as well as select international markets. 

"WayCool, being a purpose-driven organisation, works across the food supply chain from soil-to-sale. Our consumer brands basket is designed around daily meal consumption habits to make home cooking easy, convenient, and magical," stated WayCool Foods & Products chief executive officer and co-founder Karthik Jayaraman. "dentsuMB has been helping us reach and engage better with our target audience. Its global market intelligence is invaluable to us, and we will continue to strengthen this relationship to serve the Indian consumer globally.”    

“Home cooking is even more important today with the current situation we are in and WayCool as a brand is synonymous with quality and high standards," said dentsuMB Chennai AVP Priya CM. "We are happy to have grown this partnership and look forward to building the brand as it looks to enter new categories and new geographies.”