Antara Senior Living appoints Bang in the Middle as its creative agency
Antara Senior Care, a pioneering brand known for creating an integrated care ecosystem for seniors with offerings across independent senior residences, assisted care facilities, services and products has appointed Bang in the Middle as its communication agency for its senior residences vertical. The agency has been mandated to create the launch communication for their upcoming senior living projects across India. Antara Senior Care is in the process of expanding its offering across all verticals and new markets and is looking to strengthen its leadership position. The mandate was awarded to Bang in the Middle after an extensive review of possible agency partners.
Speaking on this, Rohit Khatua, CMO, Antara Senior Care, said,
“2024 is a critical year for us as we increase our footprint and expand outreach in new geographies. We know we have a very popular and proven product offering in the senior living market and after our success of two communities in Dehradun and Noida, we cannot wait to positively impact lives of many more seniors and their families across India. Bang in the Middle has a challenging and exciting opportunity to tap into. They have to create the campaigns that establish Antara’s brand ethos and what makes the ‘Antara Way Of Life’ a much sought after proposition for seniors.”
Rajive Mathur, COO, Bang in the Middle said,
“We are delighted to have been chosen as creative partner for communication by Antara. The brief that we have been entrusted with is very exciting and we are working towards creating campaigns as unique as the offering from the brand.”
Read more: Groupe SEB India appoints Bang in the Middle as their creative agency
Groupe SEB India appoints Bang in the Middle as their creative agency
Groupe SEB India Pvt. Ltd – the Indian subsidiary of the French multinational which owns globally renowned brands like Tefal, Moulinex, WMF amongst many others has appointed Bang in the Middle as its integrated communication partner across mainline and digital for Maharaja Whiteline and Tefal.
While Maharaja Whiteline is a homegrown Indian brand acquired by Group SEB. Tefal is a global leader in premium cookware and small domestic appliances.
Agency’s comprehensive mandate encompasses mainline advertising, BTL activities, retail marketing, and social media. The agency will collaborate with Groupe SEB to expand Tefal’s product range and categories, while also helping Maharaja Whiteline increase its market share within its current category. The decision to award this mandate to Bang in the Middle follows the agency’s successful campaign last year, which rebranded Maharaja’s Majestik as a modern, tech-forward brand through an impactful TVC.
Jasjeet Kaur, Vice President of Marketing at Groupe SEB India, emphasized the significance of 2024 for the company’s growth:
“This year is pivotal for us as we introduce new products across categories. Innovation is at the core of our legacy, driven by new technologies, creativity, and a forward-thinking approach to meet emerging consumer trends. We aim to leverage creative marketing methods to strengthen our position in the Indian market as we continue our path of innovation and growth”
Rajive Mathur, COO of Bang in the Middle, expressed his enthusiasm about the partnership:
“We are thrilled to be selected as the creative partner for Groupe SEB. The brief we’ve received is very exciting, and we are dedicated to creating campaigns that are as distinctive as the brand’s offerings.”
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