The agency will also manage new product launches, brand strategy, and amplification customised for the Indian market for Bel Group’s flagship cheese brand. The overall mandate covers creative, social, and digital creative duties, including reputation management for the brand.
Havas Creative Mumbai has won the integrated communication mandate for The Laughing Cow, one of Bel Group’s leading and best-selling cheese. The brand is one of the group’s top partnerships since 2019 and is managed by Havas Paris globally — handled by Providence a dedicated agency team based in Paris.
The Bel Group, with its origins in France, has a history of over 150 years in cheese and healthy snacking. In India, Bel launched The Laughing Cow cheese, in Mumbai and Bengaluru in October 2018. The Bel Group now plans to add more product lines in the cheese and healthy snack category in India under The Laughing Cow brand. The Laughing Cow brand is already a household name in over 130 countries.
Alamjit Singh Sekhon, Commercial Director, Fromageries Bel India, said, “India is a key focus market for the Bel Group. Our range of delicious cheese (Creamy Triangles, Slices, Blocks, Spread, and Cubes) under The Laughing Cow Brand has a taste that caters to the Indian palette. The entire range is nutritious, being made from cows’ milk with added fortification. Consumers find the Laughing Cow Creamy Cheese triangles to be unique as they are the only soft, spreadable portions of cheese in India. We believe that Havas Creative with their meaningful brand approach are the right partners for us to help amplify our presence. We are confident that this partnership will help accelerate our journey in India and grow the cheese category by creating impactful brand awareness.”
Rana Barua, Group CEO, Havas Group India, said, “Bel Group’s iconic cheese brand – The Laughing Cow Cheese, is one of the groups key global brands and relationships across many markets and I am delighted to win the integrated communication mandate in India. Our team is excited to work in a category that is growing fast and create a strong narrative and stories for the brand to strengthen its presence in India.”