Agency to lead brand reputation, thought leadership, and strategic PR campaigns
Strategic partnership for national expansion
Secret Sauce Communications, a national Corporate Reputation, PR, and Communications agency, has been appointed as the official PR and corporate reputation partner for Bindu Fizz Jeera Masala, the flagship brand from Karnataka-based House of Bindu.
With a legacy of over 25 years, House of Bindu is preparing for a nationwide rollout, and the agency will play a critical role in strengthening its brand visibility, driving thought leadership initiatives, and executing strategic public relations campaigns to support this expansion.
Tapping into Gen Z with ethnic flavors
As traditional and ethnic beverages gain popularity among younger consumers, House of Bindu-under SG Corporates-is gearing up to position Bindu Fizz Jeera Masala as a culturally rooted yet youth-centric drink, aimed at resonating with Gen Z and millennial audiences across India.
The brand’s national push will focus on building a stronger emotional and cultural connect with consumers across regions, while retaining its South Indian heritage.
Leadership perspectives
Megha Shankar, Director – Strategy & Marketing at SG Corporates (which owns House of Bindu and Praveen Capital), commented:
“Bindu, with its rich South Indian legacy and proud Make in India identity, is now set for nationwide expansion. We aim to introduce our beloved Bindu Fizz Jeera Masala to a wider audience, blending tradition with innovation to stay relevant for today’s Gen Z and millennial consumers. With this partnership, we hope to build strong consumer connections and establish Bindu as a leading beverage brand across India.”
Shalini Gupta, Founder & Director, Secret Sauce Communications, added:
“We are delighted to partner with House of Bindu, a brand with strong heritage and deep consumer loyalty. Our approach will focus on narrative development, strategic PR, and thought leadership to shape perceptions and drive nationwide impact. This collaboration reflects our commitment to helping purpose-driven Indian brands scale new heights.”
