Tute Consult bagged the public relations mandate for India Circus by Krsnaa Mehta. The account was won following a multi-agency pitch.
As part of the mandate, the agency will manage the consumer and business led public relations as well as advocacy management for the brand. While the Mumbai office of the consultancy will be spearheading the relationship, the expanse of work will spread across India. Tute Consult will work closely with the team at India Circus to ensure seamless integration and delivery to create business impact.
Speaking about the association, Komal Lath, Founder, Tute Consult, said, “Over the years, Tute Consult has serviced a wide assortment of lifestyle and retail brands. We are excited to be on board with India Circus and we look forward to creating the right amplifiers for them. It is an exciting opportunity to work with a designer like Krsnaa Mehta. At Tute, we are always perceptive to new and innovative brands and partner for strategic support to brands who believe in the heritage of India.”
Krsnaa Mehta, Founder and Design Director, India Circus (A Godrej & Boyce Mfg. Co. Ltd.), added, “We are excited to bring passionate young energy into the fold. For me, my design philosophy translates in ‘taking Indian contemporary to the world’ and I believe that the Tute Consult team can align with our vision. We have worked with them earlier and are looking forward to strengthen the relationship. Tute, not only brings their expertise in media communication but also brings a deep understanding and acknowledgment of retail and mar-com thinking to the table.”
India Circus offers contemporary-chic, sophisticated, and affordable style for various areas of your life, from home decor to personal accessories. With an All-Indian palette, they draw inspiration from both Mughal Royalty as well as road-side chai. They offer a diverse and distinct array of moods and tones, which represents India. India Circus seeks to curate the essence of life in India, and transcribe this loud and colourful experience into contemporary and sophisticated style.
As of September 2018, India Circus by Krsnaa Mehta, is a Godrej & Boyce Mfg. Co. Ltd. With this acquisition, Godrej aims to strengthen the position of India Circus as a lifestyle brand that offers home décor, utilities, personal accessories, and fashion products.
Collaborating with India Circus is a strategic step towards complimenting and strengthening the lifestyle brands of Godrej.