SOTC has assigned its creative duties to 21N78E Creative Labs following a multi-agency pitch.

The mandate will be handled by the agency’s Mumbai office. 

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.”

Nikhil Shahane, chief operating officer, 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 with 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.”

Shahane further said, “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.”