Advertising, Mumbai, has bagged the creative duties for Richfeel Trichology in a multi-agency pitch. The account is pegged at Rs 3 crore. JK Advertising will handle the media duties for the product.
Richfeel Trichology is a chain of hair-care centres in eight cities across India. Established in 1986, Richfeel boasts of being operated by first certified trichologists in India, Dr Apoorva Shah and Dr Sonal Shah.
Krishna Upadhyaya, managing partner, Strings Advertising, says, "While pitching for this business, we went beyond the normal 'before and after' theory and brought a fresh appeal to the product."
According to Upadhyaya, Richfeel was looking for a fresh look for its brand.
As Upadhyaya puts it, "We went to the depths in communicating ideas for such a sensitive issue as hair loss, which was well-appreciated and helped us win the account."
According to Upadhyaya, the communication strategy will include mainly print campaigns, but television will also be included. In addition, emphasis will placed on below-the-line activities.
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