Which agency handles Auric Mills?

Branquila Brand Ventures, appointed by Pavangati Agro with immediate effect to lead brand communications across PR, social media, creative strategy and trade and industry representation.

Why did Pavangati Agro make the appointment?

The company is entering a scale-up phase and wanted a partner to sharpen Auric Mills’ positioning across platforms and markets, according to co-founder and CEO Neeraj Periwal.

What does the mandate cover beyond consumer marketing?

Trade and industry representation, supporting the brand’s expansion across trade, retail and institutional channels alongside its D2C business.

News

Branquila Picks Up Auric Mills As Pavangati Agro Scales

Ad Tribe! Bureau1 hour ago2 min read

Pavangati Agro has appointed Branquila Brand Ventures as brand agency for Auric Mills, its flagship wellness food and beverage brand, effective immediately.

Scope: public relations, social media, creative strategy, and trade and industry representation
Comes as Pavangati Agro enters what it describes as a scale-up phase
Client lead: Neeraj Periwal, co-founder and chief executive, Pavangati Agro
Agency lead: Sandeep Dahiya, founder and chief executive, Branquila Brand Ventures

Why Branquila Was Brought In Now

Neeraj Periwal said the company is entering its scale-up phase and needs a partner that understands both the brand and the environment it operates in, and is creative in building a sharper positioning across platforms.

The timing is the story. A D2C brand can grow a long way on performance marketing alone, and most do, right up to the point where the cost of the next customer stops making sense. Hiring for positioning is usually the admission that the paid-acquisition curve has bent.

The Trade Half Of The Mandate

The remit runs past consumer communication into trade and industry stakeholders, supporting the brand’s wider business expansion.

That inclusion is the more interesting line in the brief. Convincing a shopper and convincing a distributor are unrelated tasks with unrelated evidence, and a great many D2C brands discover only at the retail door that they have been building for one and not the other.

What The Agency Says It Is Working With

Sandeep Dahiya said Auric Mills already has what most brands spend years building: a distinctive product, manufacturing craft and founders with the ambition to scale, and that the aim is to make it both a recognised D2C name and a business partner of choice across trade, retail and institutional channels.

Manufacturing craft is doing quiet work in that sentence. In wellness food it is also the only durable defence, because a positioning can be copied inside a season and a supply chain cannot.