Mullen Lintas wins the creative duties for Hindware Sanitaryware and Tiles

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Mullen Lintas wins the creative duties for Hindware Sanitaryware and Tiles

New Delhi, January 30, 2023: Mullen Lintas Delhi, to handle the creative duties for Hindware, one of the most trusted Indian household name when it comes to sanitaryware and bath fittings. The business was won after a keenly contested multi-agency pitch process.

Mullen Lintas has a strong legacy of building brands delivering ‘unfair’ share of attention that have become key differentiators for them in cluttered categories.

Hindware Limited the home of iconic brand “Hindware” has a versatile range of best-in-class bathware & kitchen products and also houses ‘TRUFLO by Hindware’, plastic pipes and fittings business. It is highly driven by innovation and supreme customer service. The brand believes in providing its customers with products backed by research and are known for our quality and designs.

The Indian tiles, sanitary ware and bathroom fittings market reached a value of US$ 7,516 Million in 2021 and it is expected to reach US$ 12,006 million by 2027 exhibiting a CAGR of 8.39% during 2022-2027. The housing sector has been growing, due to the rise in the purchasing power of individuals, rapid urbanization, and government intervention to provide easy loans, among others. These factors, in turn, have been contributing towards the growth of the market.

Speaking of the win by the agency, Hari Krishnan, CEO – Mullen Lintas said, “Purchase decisions when it comes to Sanitaryware used to be led by functionality and value. However, that’s not the case any longer and it’s not seen as an extension of personal space and expression. This is where Hindware has made a difference with its innovations & design and our focus would be to consolidate the brand equity for Hindware based on these values & benefits. We are excited about this partnership and look forward to creating a new narrative in this category.”

Commenting on the association, Ms. Charu Malhotra, Vice-President, Marketing, Hindware Limited said, “Hindware is known for Design Excellence, Innovation and Quality. Our products are backed by extensive consumer research and Insights. We have been evaluating different partners to further build the Hindware brand equity through sharp and relevant consumer insights and creative expressions. For us what stood out about Mullen Lintas was how the Strategy & Storytelling came together in perfect sync and of course the passion and enthusiasm the team brought to the table. We look forward to some stellar work being developed for the brand.”

The account would be handled out of agency’s Gurgaon office.