multi-agency pitch, Mindshare, Kolkata, has bagged the media duties for Keo Karpin, the hair oil brand from Dey's Medical. While the incumbent agency is The Media Edge, the creative duties continue to be with Rediffusion DY&R, Kolkata. The size of the business is pegged in the region of Rs 4 crore.
Confirming this development to agency, Chirantan Chandran, general manager, Mindshare, Kolkata, says, "The media planning duties for Keo Karpin is quite challenging for us as Keo Karpin has proved to be a premier brand in the space of light hair oil for years now."
Talking about the media mix for the brand, Chandran says, "Mindshare's strength lies in national television buying. Therefore, our primary focus will be on television. However, we will also foray into print, radio and on-ground activation."
For the record, Dey's Medical is known for its expertise in manufacturing quality modern drugs and Ayurvedic formulations and, over the years, Keo Karpin has become a common household name in the consumer products category. All the products are manufactured through organised and intensive efforts in state of the art production facilities. Backed by rigorous quality control, the company's motto is, 'We ensure that what reaches our customers is the best'.
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