Groupe SEB India, the Indian subsidiary of the French multinational owning globally renowned brands like Tefal, Moulinex, and WMF, has appointed Bang in the Middle as its integrated communication partner for Maharaja Whiteline and Tefal across mainline and digital platforms.

Maharaja Whiteline, a homegrown Indian brand acquired by Groupe SEB, and Tefal, a premium cookware and small domestic appliances brand, will benefit from the agency’s comprehensive mandate. This includes mainline advertising, BTL activities, retail marketing, and social media management. The agency will work with Groupe SEB to expand Tefal’s product range and categories, while also boosting Maharaja Whiteline’s market share in its current category.

The decision to partner with 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 TV commercial.

Jasjeet Kaur, Vice President of Marketing at Groupe SEB India, highlighted the importance 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 excitement 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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