In a 3-way pitch, Ki Saigon beat multinational agencies to win Marico’s X-Men for Boss business and then were awarded the entire male grooming portfolio on the back of their pitch presentation. Ki Saigon lapped up the mandate to re-invent the brand and elevate it to higher levels of engagement.
“The aggressive growth plan and their appetite to take risks is something that inspires us”, said Indraneel Guha, co-founder and director of Ki Saigon.
“We are very pleased to have found partners in Ki Saigon. They bring to the table fresh creative thinking that we need at this stage of our brand growth,” said Ha Dang Thu, Vice President – Marketing at Marico SEA
Since the appointment the agency has created a cinema story for X-Men for Boss, a highly engaging music video for X-Men Styling that became a rage and an epic TV-Spot for X-Men that encourages Vietnamese men to be in their element.
“X-Men is a huge brand in Vietnam. People love it. It takes responsible thinking to find a new expression for the brand without alienating the core buyers. Marico has been bold and courageous in taking new steps to re-invent this mega brand in Vietnam and we are very happy to partner them in their journey”, added Guha.