Mumbai: Dr Vaidya’s, a brand from the house of RP-Sanjiv Goenka (RPSG) Group has awarded its creative mandate to Mullen Lintas.

The agency will be responsible for crafting the brand’s strategy and communications as it starts afresh post its acquisition by the RPSG Group last year. This win strengthens the agency’s relationship with the RPSG Group, for whom it has already worked on  Too Yumm - the packaged foods brand from the group, said the statement.

Dr Vaidya's is a new-age healthcare products company that offers India's ancient knowledge of Ayurveda in a format that is appealing to modern consumers. Mullen Lintas won the business on the back of its creatives and its alignment to the strategic vision for the brand, the agency said in its statement. The account will be handled from the agency's Mumbai office.

“We were looking for an agency that could understand our brand’s intent and could partner with us in making our growth plan into a reality, and Mullen Lintas we believe is the right partner," said RPSG Group CEO - FMCG Rajeev Khandelwal. "We are impressed by the team’s strategic approach on Dr. Vaidya’s and are confident of their creative and digital capabilities as demonstrated over the years on Too Yumm.”

Mullen Lintas will be focusing on building equity for Dr Vaidya’s and creating communication that helps achieve the growth aspirations.

“We have been brand partners to the RPSG Group since 2017 and are delighted to take this association forward with Dr Vaidya’s," said Mullen Lintas CEO Hari Krishnan. "The brand operates in a rapidly growing category and we are excited to partner with the client team to deliver effective strategies and creative solutions to deliver an unfair share of attention for Dr Vaidya’s.”