multi-agency pitch, Bounce Design has bagged the creative duties for Modi Revlon, a colour cosmetics and personal care company. The business was earlier handled by Lowe, Delhi. The media duties continue to be with Initiative, a Lintas Media Group agency.
The company plans to spend around Rs 5-6 crore on advertising. But if the spends on below-the-line activities are also included, the total spends could go up."
According to Deepak Bhandari, marketing director, Win Medicare (Cosmetic Division), Modi Revlon, Bounce Design's approach towards the brand was outstanding and that influenced their decision.
Nitin Shakdher, business development head, Bounce Design, adds, "We have been associated with various luxury clients from the hotel, FMCG and lifestyle sectors. This gave us an edge in preparing a suitable strategy for a brand like Revlon."
Shakdher points out that the immediate need was to work on the brand's hair care category, but later, Bounce Design would also work on other categories.
For now, Modi Revlon wants to focus on the hair colour and fragrances segment for the Indian consumer. But it plans to launch a few India-specific products across various categories in the near future, for which it would be imperative for Bounce Design to tap the Indian psyche.
The main focus will be on the print media, which includes dailies, lifestyle supplements and magazines. "We do not use much mass media for our promotions as we are not a mass product," says Bhandari.
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