Creativemud has secured the creative mandate for Orbit Wire & Cable following a multi-agency pitch. The agency will handle brand strategy and creative development, building an integrated communication approach aimed at sharpening the brand’s positioning and strengthening its presence across touchpoints.
According to Creativemud, its pitch focused on simplifying communication in a technically driven category while aligning the brand’s messaging with changing consumer expectations. The proposed approach centres on a clearer brand narrative supported by insight-led creative thinking.
Commenting on the development, Anoop Dass, CEO, Creativemud, said, “In categories driven by functional attributes, communication needs to create clarity without oversimplifying the product. The focus is on building a structured narrative that remains consistent across channels while staying relevant to different audience groups.”
Rajib Pattanaik, Head of Marketing, Orbit Wire & Cable, added, “As the category becomes more competitive, there is a need to present information in a way that is both accessible and credible. The emphasis is on aligning communication with how audiences evaluate and engage with brands today.”
The partnership will focus on creating a more structured and audience-centric communication strategy for Orbit Wire & Cable in an increasingly competitive category.
