SOTC, an omnichannel Indian-grown travel brand with a legacy of over 75 years, has entrusted 21N78E Creative Labs with its creative mandate in the aftermath of a multi-agency pitch.
As part of the same, the SOTC account will be managed out of 21N78E Creative Lab’s Mumbai office.
This development comes at a time when the legacy travel brand has refreshed its positioning- ‘No one understands the Indian traveller better than SOTC’ and is looking forward to take this redefined brand messaging in a new direction, reaching wider audiences, and charting a new path in the category.
Commenting on the reason behind partnering with 21N78E Creative Labs, Asif Riaz, Vice President and Head of Marketing, SOTC, said, “SOTC Travel has had an amazing journey for over 75 years in the industry and growing stronger. With our recent positioning ‘No one understands the Indian Traveller better than SOTC’, we were looking for a partner who would be able to support our vision and craft a narrative that appeals to today’s audiences. With the 21N78E Creative Labs team we look forward to creating impactful, yet meaningful communication through their innovative approach.”
To this, Nikhil Shahane, COO, 21N78E Creative Labs, added, “We are thrilled to be partnering with SOTC, a leader in the Indian travel industry, and we are excited to work with them to create campaigns that will help them achieve their business goals. We are passionate about travel and are excited to partner SOTC on their next adventure. There are already a few interesting initiatives in the pipeline, we’re looking forward to what promises to be an exciting year ahead.”
Furthermore, he also mentioned, “Stacked full of travel-buffs, 21N78E is all set to push the envelope for the brand. Backed by a business-first strategic understanding of the category along with a desire to innovate, 21N78E has its sights set on some category firsts in the coming months.”
