Pulp Strategy wins the digital mandate for health and nutrition brand Proburst
Pulp Strategy, has recently won a multi-agency pitch to acquire the digital media and creative mandate for Proburst, the nutritional and dietary supplement brand from Famcare India Pvt. Ltd. Pulp Strategy’s annual mandate will include overseeing the brand’s digital and social media strategy, developing creative content, and further iterating the brand’s position as a category leader. Pulp Strategy’s mandate to set up a comprehensive digital practice for Proburst includes initiatives on Mobile for the brand.
Proburst’s parent company, Famcare India, offers a variety of products ranging from multivitamin supplements for men and women, essential oils, cosmetics, protein powders for nutritional needs, and sports nutrition products. Its products are among the most superior quality products available in the market currently. Furthermore, it aims to be India’s largest player in the FMCG sector as a provider of over-the-counter solutions to meet the nutritional requirements of Indian consumers through an exhaustive portfolio of high-quality products.
The health and fitness industry is undergoing a boom in India. People are increasingly opting for wellness and fitness choices around the country. According to a Live Mint article, The Indian wellness industry was estimated at close to INR 85,000 crore in the year 2014-15 and is expected to grow at a compounded annual growth rate (CAGR) of nearly 12% for the next 5 years. This is a segment that will stretch to every section of society, every corner of India, every demographic segment. It will go beyond the globally exposed Indian elite to many millions in the middle class
People earlier viewed fitness as a luxury category but now it has slowly become a way of life. This is spreading around the country: in urban cities, tier 2, tier 3 cities, and even smaller towns and areas.
Anubhav Goyal, COO, Sports Nutrition SBU commented, “Post an elaborate pitch process we decided to go ahead with Pulp Strategy because they bought a unique combination of freshness, great insights and a passion for creativity on board which is in sync with our long term plans. They invested the effort to understand the fast evolving fitness industry in India and the brands aggressive plans within the segment, their creative insight for the category was refreshing. We have already seen interesting traction with the women’s day campaign. It is rare for an agency to demonstrate capabilities of a big player with a strategy driven approach and the hunger of a startup.”
Commenting on the win, Ambika Sharma, Founder and Managing Director – Pulp Strategy, said, “the Digital and creative mandate for Proburst is a great opportunity for us to work with one of the leading brands in the rapidly growing fitness segment. The fitness industry is on an upbeat and nutrition is an important catalyst for consumers to achieve their fitness goals, We are delighted that Proburst is poised to bring a change in how fitness is accessible to the larger segment of the Indian consumer and that we have the opportunity to participate in this growth.”