MUMBAI: Lifestyle brand, Arttd’inox, has announced the appointment of Publicis India as its creative agency. Publicis India was appointed after a multi-agency pitch which saw more than three agencies vying for the pivotal account.

As its creative and communication strategy partner, Publicis India would play a key role in fronting the communications mandate of Arttd’inox and making it a sought-after lifestyle brand in India.

The account would be managed by the Delhi office of Publicis India.

Arttd’inox is more than a decade-old lifestyle brand from the house of one of the biggest stainless steel manufacturer in India, Jindal Stainless Ltd (JSL).

It is actively engaged in bringing out innovative design concepts in tableware, gifting, home décor and bespoke kitchens.

JSL Lifestyle MD Deepikka Jindal says, “Stainless steel is normally associated with something very basic and industrial though it has been rooted in the cultural fabric of India. Therefore, as a high-lifestyle brand, we found an opportunity to change the perception of people by marrying form & functionality in creating luxurious products. We have been in existence for more than a decade and have been striving to create a unique space for the brand Arttd’inox. With our new strategic GTM approach, we felt the need for a partner, who could truly understand our strengths and help us become a one-of-its-kind high-lifestyle brand of desire. We found the partner in Publicis India.”

On winning the business, Publicis India executive director Ravpreet Ganesh adds, “Arttd’inox is more than just a retail brand. It symbolises artistry, luxury and creativity. Being a part of the JSL Group, Arttd’inox is on a journey to change the perception people have about stainless steel and we are proud to associate with them in fulfilling this dream.”

As a concept, Arttd’inox brings out the versatility of stainless steel and a number of innovative home lifestyle products made out of different materials such as wood, glass, brass, copper and fine bone china. That’s not all, the brand has also forayed into offering luxurious bespoke kitchens solutions.

The plan ahead is to scale up its offerings, especially in the overseas markets and expand to newer markets as well.