Marketing Featured South Asia

Mixed Route Juice bags creative, digital mandate of Stellar Concepts’ brands Chili’s, Paul India

New Delhi, India – Delhi-based boutique social and creative agency, Mixed Route Juice, has been appointed by casual dining restaurant franchise company Stellar Concepts to handle the creative and digital media mandate of its brands – Chili’s and Paul India.

Through this remit, Mixed Route juice will be driving both brands by providing strategic content design, manifesting creative ideas, and strengthening their digital storytelling, along with its media duties like media planning, social media, and creative development. Furthermore, the agency will be responsible for enhancing the brands’ existence and strengthening their digital presence.

Amrita Sharma, Mixed Route Juice’s co-founder and creative head, commented that they are extremely happy to collaborate with one of the leading F&B powerhouses of the country and aim towards providing customised and effective campaigns across multiple cohorts and segments. 

“Chili’s Grill & Bar and PAUL both have a devout customer following and invite a lot of fanfare amongst their regulars. Both these brands have inherently distinct brand personalities and we will for sure do justice to the overall image with our campaigns,” said Sharma.

Meanwhile, Payal Singh, Stellar Concepts India’s head of marketing, said, “We look forward to a successful partnership with MRJ to further communicate our amazing story, distinct product. We believe that this partnership will add value to our brands and fuel our growth in India by helping us to penetrate deeper into the consumer market and take this association to the next level.”

In February 2022, Mixed Route Juice has launched its new vertical, MRJ Shorts, which will cater to its zippy viewers through its short format munchable content pieces.