'vivo' India rings up Archetype for PR mandate

vivo Mobile India Pvt. Ltd. has awarded its communications mandate for India to Archetype (formerly Text100), following a multi-agency pitch.

“For us, communications is vital to our growth and consumer connect strategy in India. In Archetype, we have found a partner that is enthusiastic and aligned to our goals,” said Nipun Marya, director – brand strategy at vivo India.

Sunayna Malik, managing director, India and senior vice president, APAC at Archetype said “We are very excited to partner with vivo in their growth trajectory in India. They are a leading smartphone player today with significant plans for the India market and we’re really excited at the scope and scale of this integrated, creative remit.”

Text100 was rebranded last year and is now known as Archetype. This came after the merger of Text100 and Bite, another Next Fifteen group agency. Text100 started off 23 years ago as India’s first MNC agency, with a single-minded focus on technology, later diversifying into select new verticals – primarily those that leveraged technology for their competitive advantage.