MUMBAI: Jack in the Box Worldwide, a part of The 120 Media Collective, has bagged the digital mandate for Blue Star, India's leading air conditioning and commercial refrigeration company.

Jack in the Box Worldwide is geared to manage the digital duties of Blue Star across social media, e-commerce and search, using their ability to deliver measurable business impact through the power of content.

Commenting on the win, The 120 Media Collective founder and chief executive officer Roopak Saluja said, “I can’t overstate how excited we at JITB and The 120 Media Collective are to be partnering with an iconic brand like Blue Star as they kick off the next phase of their digital journey. Their ambition and expectation from digital syncs beautifully with our strategy of creating measurable business impact for brands through content. We’re looking forward to a long and successful partnership.”

Remarking on the selection, Blue Star Ltd senior general manager - digital marketing and ecommerce Girish Hingorani said, “The digital and e-commerce market is booming in India, and Blue Star has taken consistent efforts to be part of this growth story. The Company has been focusing on increasing its digital presence, especially with the recent consolidation of all its digital activities under one specialised department, and partnering with Jack in the Box Worldwide was an integral part of this initiative. JITB is a strong digital specialist, and we are hoping to benefit greatly from their contemporary, dynamic and agile approach in this field. The agency has a healthy mix of both young as well as experienced team members, which will bring about diversity in thought processes during the ideation and strategy phases. We indeed look forward to taking our brand’s digital prowess several notches forward in association with them.”