Uflex Hands CreativeMud Its Creative And Digital Mandate

A halftone paper cutout of a resealable food pouch and a pencil on a flat coloured background

Uflex has onboarded CreativeMud for its creative and digital mandate, with the agency handling creative strategy, digital communication and consumer-facing brand work for the company.

Client: Uflex Limited, the flexible packaging and solutions company
Agency: CreativeMud
Scope: creative strategy, digital communication, consumer-facing brand initiatives
First work under the mandate: the Zipouch range, on a “Dawn-to-Dusk” construct
Agency lead: Anoop Dass, chief executive officer

What CreativeMud Has Picked Up

The mandate covers creative and digital together rather than splitting them, and extends across Uflex’s consumer-facing communication rather than sitting on a single brand.

Both sides are describing the first piece of work as an early expression of the partnership rather than the whole of it. That framing matters when reading an account win: the agency has the brief, and one campaign is out, but the portfolio it will eventually have to cover is considerably wider than the brand that has been briefed so far.

Why A Packaging Company Hires A Consumer Agency

Uflex is a business built on selling to other businesses. Flexible packaging is specified by brand teams and procurement, and the language that works in that room is barrier properties, machine speeds and cost per unit.

None of that survives contact with a household. Anoop Dass described the job as understanding the larger business and communication context and then finding ways to make that relevant to consumers, which is the polite version of saying the technical story has to be dropped entirely. It is the same shift a great many Indian manufacturing companies are making as they put their own brands in front of shoppers instead of supplying somebody else’s.

The Zipouch Brief Is The Easy One

The first campaign runs on a Dawn-to-Dusk construct, following a household through a day: meal preparation in the morning, lunch being packed, evening snacking, food stored at night. The approach is to translate product utility into everyday behaviour rather than lead with features.

Food storage is the most forgiving brief in the portfolio, because it is already a daily ritual with a natural narrative and a visible product. Most of what a packaging company makes is invisible to the person holding it by the time it reaches them, and that is the harder work waiting behind this first campaign.