MUMBAI: Soulfull, the delicious millets based snacking brand, has appointed Brand David India - part of Ogilvy group as its official advertising and branding partner. The account was won, following a closely contested multi-agency pitch.

The collaboration with Brand David is in line with Soulfull’s strategy to promote the consumption of India’s ancient grain -millets and to bring the goodness of this grain to consumers belonging to different age groups and lifestyles. Soulfull has a wide array of products which have been developed keeping the health and taste aspect of Indian consumers.

To be handled out of Brand David, Bangalore, the account scope entails building brand campaigns and strategy for the entire portfolio of Soulfull – Ragi Bites, Muesli and Smoothix. With an aim to show up as a brand of choice among consumers who believe in healthy consumption, the agency will be designing the creative and brand communication for Soulfull. It is in this context that roles of creative agency is crucial for brands to reach out to the right target audience with right message and create a unique space amongst the clutter.

Speaking on the appointment of Brand David, Prashant Parameswaran, CEO & MD, Soulfull said, “Appointing an advertising and branding agency is a strategic move for us as we aim to position Soulfull and its products as a differentiator in the healthy snacking category with power of millets. We strive to create awareness about millets, which is not just a superfood but is a smart food. As Soulfull expands its footprint across India, this partnership will help provide the right positioning of the products in consumer’s mind. We look forward to working with Brand David in our journey of building Soulfull in this competitive space”.