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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.

Categories
Marketing Featured South Asia

Delhi-based creative agency Mixed Route Juice launches new short-video vertical

New Delhi, India – Delhi-based boutique social and creative agency, Mixed Route Juice, has launched its new vertical, MRJ Shorts, which will cater to its zippy viewers through its short format munchable content pieces. 

MRJ Shorts are ideal for viewers with a low retainer appetite or who are looking for unique videos that meet their needs and the users will be able to publish their material across a variety of platforms, including social networking sites, and they will be able to promote it through Google advertisements and use it for display campaigns.

The objective to enter the trending short video content segment was motivated by the fact that short-form videos provide more leeway to create hard-hitting, relatable videos that get right to the point without the time commitment of longer-form content. 

Mixed Route Juice said that it is incredibly easy for someone to watch a video more than once if it is only eight seconds long. With so much material to choose from, it’s critical that the videos are optimised to their full potential, striking the ideal mix to reach clients and capture attention. Video marketing can also help a company increase sales, conversions, and brand awareness.

Amrita Sharma, Mixed Route Juice’s co-founder and creative head, shared that their experience with the past few campaigns tells them that video formats give 76% more ROI in terms of leads, visibility, or whatever the metric is.

“Today, 80% of our clients that invested in video content said they would do it again. We decided to build a unique vertical specializing in short format video content creation because of this, as well as the increasing trend of consumers across categories to consume short video content. The team consists of ten experts, and we’re on track to expand in the following quarters,” said Sharma.

Up to date, Mixed Route Juice has partnered with a number of renowned clients and some of the well-known names in its portfolio include, Dhara cooking oils, Safal stores, Jovees Herbal, and Stellar Foods, as well as JW Marriott New Delhi, and DLF, amongst others, Thomson, and with the launch of MRJ shorts, the company is all equipped to work with clients of all sizes and are looking forward to supporting small businesses and startups.