Marico aligns its baby care range, Sparsh, with McCann-Erickson

FMCG major Marico has ventured into the baby care segment for the first time. The creative duties of the new baby care brand, Sparsh, have been aligned with McCann-Erickson, which already handles several Marico brands, among them Parachute Advansed, Saffola Oil, Mediker and Shanti Amla. The media duties have gone to Madison, which is the AOR for all the Marico brands. The ad spends for Sparsh could not be ascertained.

The Sparsh range comprises baby oil and a baby bathing bar. Sparsh Baby Oil is enriched with the natural goodness of holy basil (‘tulsi’), turmeric, coconut oil and vitamins D and E. Sparsh Baby Bathing Bar offers a ‘no tears bath’ and is made from natural ingredients such as turmeric and natural moisturisers.

“Today, mothers want the best of both worlds for their baby. They prefer traditional, do-good products in modern, easy-to-use formats, which is what Sparsh promises,” says R Chandra Seker, category head, Sparsh, Marico.

Actresses Sonali Bendre and Simran have been roped in as brand ambassadors for Sparsh, for the national campaign and the South Indian market, respectively. Both are new mothers themselves. Sparsh Baby Oil is available in convenient packs of 100ml and 50ml, priced at Rs 61 and Rs 33, respectively. Sparsh Baby Bathing Bar is available in a 75gm pack for Rs 25.

For the record, Ambience Publicis handles the creative duties for Hair and Care and Parachute Coconut Oil. In addition, Bates Enterprise handles the soaps and corporate for Marico, while Kaya (the skincare business) is handled by Alok Nanda and Company.

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