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Pulp Strategy bags activation and digital mandate for Barista Lavazza
Fri 02 March 2012
Barista Lavazza India called for a multi-agency pitch to handle their activations and digital activities in December 2011. Among the various agencies that pitched, Delhi-based Pulp Strategy won the mandate to handle the on-ground activations all over India in addition to the digital activities.

Commenting on the occasion, Ambika Sharma, Managing Director and CEO, Pulp Strategy said: "Barista Lavazza has managed to capture the loyalties of many, elevating the experience of coffee to a lifestyle. Its leadership position can be attributed to a remarkable expertise in specialty coffee coupled with sound technical competence and an ever-evolving, delightful retail experience. Our focus will be on enhancing this experience, besides creating new experiences for the consumers."

Pulp Strategy claimed that they won the mandate on account of their expertise in integrating social media with on-ground activations, and their understanding of retail consumer behaviour. This will allow Pulp Strategy to approach the business holistically and cross leverage initiatives by the brand in the digital interactive space, as well as on-ground.

As part of the mandate, Pulp strategy will be active in creating experiences for their target group on the social media front through promotions, contests, etc. on Twitter, Facebook, and other online sources.

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