New Delhi: Independent marketing agency Lean Hippo Marketers has secured the integrated marketing mandate for Amway India. The agency will be working across two of the company’s key brands, Artistry and Glister.
The mandate brings together strategy, content, and execution across digital platforms, with the aim of building a more consistent and recognizable presence for both brands in categories that are already crowded and highly competitive.
A comprehensive and evolving mandate
The work covers a wide mix of content formats. This includes day-to-day communication pieces, motion-led content, and visually detailed formats that help explain product benefits in a clearer and more accessible way.
Alongside this, the agency will be working on brand films and explainer-led storytelling. These formats are expected to make product communication easier to follow, especially in categories where information can often feel technical or overwhelming.
Corporate films are also part of the mandate. These will bring together the brand’s philosophy, product thinking, and overall positioning into a format that works across both consumer-facing and institutional platforms.
Navigating high-engagement categories
Artistry and Glister operate in categories where consumers tend to pay closer attention before making decisions. Skincare and oral care are part of everyday routines, which makes clarity and trust important.
The approach here is straightforward. Keep communication easy to understand without stripping away what makes the product credible. Consumers today want to know what they are using and why it works, but they don’t want to sit through something that feels heavy or overly complicated.
For Artistry, the communication will lean towards a more aspirational tone, while still staying rooted in product relevance. For Glister, the focus will shift towards everyday use, building familiarity and trust through repetition and consistency.
While both brands require different tonality, the thinking behind the work stays aligned. The aim is to create communication that feels natural to the category while still standing out in how it is presented.
Building consistency across platforms
A key part of the mandate is making sure the brand does not feel different depending on where someone interacts with it. Whether it is a static post, a short video, or a longer-format piece, the communication should feel connected.
The focus is on building continuity across platforms. That means adapting content to suit different formats without losing the core message, and maintaining a consistent visual and tonal direction.
The mix of static creatives, motion-led formats, and longer storytelling pieces will support this approach. Each format plays a different role, but together they contribute to a more complete brand presence.
Founder’s note
Commenting on the development, Abhinav Singla, the founder of Lean Hippo Marketers said:
“Amway is a significant addition to our FMCG portfolio. As a boutique agency, we are particular about the brands we choose to work with. This partnership reflects that intent. Both Artistry and Glister operate in categories where clarity, consistency, and credibility are essential. The focus will be on building communication that not only stands out but also creates long-term value for the brand.”
