INCommunications bags the full-agency business for Whitening Expression Laboratories

Following a multi-agency pitch, INCommunications has won the full-agency account for Whitening Expression Laboratories. The size of the account is estimated at Rs 2.5–3 crore.

Although the names of the agencies could not be ascertained, it is learnt that four mid-sized agencies participated in the pitch.

This is the first time that Whitening Expression Laboratories has hired an advertising agency for its first brand, Aquawhite, a whitening gel, in the domestic market.

This will spearhead the company’s product line of oral care and whitening products.

According to Nikhil Nanda, director, Whitening Expression Laboratories, “We preferred INCommunications over the other competing agencies because it displayed a comprehensive understanding of our brand, which reflected in its strong creatives and marketing strategy.”

Backed by past experience in oral products for SmithKline Beecham, Charu Bakshi, chief creative officer, INCommunications, has a clear vision for the product category and believes that her agency’s strategy was highly practical and clutter-breaking, especially the launch strategy.

INCommunications Advertising will be responsible for the media and creative duties and will carry out its responsibilities through a cross-section of media, including press, radio, below the line activities such as events, in-shop promotions and a mega launch show.

Aquawhite, due for a huge launch within the next fortnight, backed by a communications campaign created and managed by INCommunications Advertising, will initially target the North Indian market. However, the brand will be launched in the other markets by the end of 2005.

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