Uflex Ltd., the multinational flexible packaging and solutions company, has appointed CreativeMud to handle its creative and digital mandate.
Under the partnership, CreativeMud will work with Uflex on creative strategy, digital communication and consumer-facing brand initiatives, with a focus on building more relevant and engaging narratives around the company’s products and solutions.
As part of the mandate, the agency has developed the creative strategy and campaign for Uflex’s Zipouch range. The campaign adopts a consumer-first approach, highlighting the product’s everyday utility rather than relying solely on feature-led communication.
Titled “Dawn-to-Dusk,” the TVC follows a modern Indian family through everyday moments, from morning meal preparation and lunch packing to evening snacking and home organisation. The narrative showcases Zipouch’s versatility across food storage and household applications, while highlighting convenience, freshness and efficiency.
The Zipouch campaign marks an early expression of the broader creative partnership between Uflex and CreativeMud. The agency’s approach focuses on translating product functionality into relatable consumer stories rooted in everyday behaviour and cultural context.
Commenting on the partnership, Anoop Dass, CEO, CreativeMud, said, “A strong creative mandate is about understanding the larger business and communication context and then finding ways to make that relevant to consumers.”
He added that the Zipouch campaign was built around familiar everyday moments to make the product’s utility more relatable while strengthening consumer recall.
Through the partnership, Uflex and CreativeMud aim to develop communication that enhances consumer engagement and builds greater relevance for the company’s products across digital and consumer-facing platforms.
