VML India awarded digital mandate of Wendy’s India
VML India has been awarded the Digital Agency of Record responsibilities by Wendy’s India, after a multi agency pitch.
Wendy’s, an American brand of burger restaurants, made its debut in India on May 6, 2015 with its first restaurant in Gurgaon. Wendy’s has chosen to launch in India, with a restaurant experience and India customised menu, in keeping with its brand philosophy of always being ‘A Cut Above’. Digital is a key component of Wendy’s marketing leading up to launch and as it grows its business across India.
Jasper Reid, Director of Sierra Nevada Restaurants Pvt. Ltd. – the holding company for Wendy’s in India said, “We chose to work with VML because we liked their fresh thinking and their sole focus on digital. And we liked their team – young, smart, willing to think differently and with an innate understanding of the online community. True digital natives. Wendy’s and VML have formed a productive partnership and one where everyone is able to challenge, debate and interact, which is precisely what our customers do online.”
Wendy’s tasked VML with bringing alive the brand on digital and create
anticipation for the launch, through social channels. Facebook is a lead channel, as a large part of the Wendy’s core target audience is actively engaging with content and already discussing food related topics on this platform.
Tripti Lochan, Chief Executive Officer at VML said, “VML’s ultimate goal for Wendy’s is to serve its digital experiences that generate the most meaningful and memorable engagement with the consumer. We are very excited to partner with Wendy’s in their journey into India.”
