multi-agency pitch, the Delhi-based Whitening Expressions has awarded the creative duties for its teeth-whitening formula, Aquawhite, to Madison Creative, Delhi. This is the first time that the company has hired an advertising agency.
The agencies were asked to present a strategy to create awareness and entice consumer trials for the brand, which is a totally new product category.
Prabha Prabhu, executive director, Madison Creative, says, "We shall focus on a 360-degree communication for the client. A whole lot of touch points will be introduced, which will persuade the consumer to go ahead and try the product."
As for the media plans, print and online media will be used extensively. The print campaign will be launched next month. The company is also redoing its website, which it feels will ensure a high level of interaction with consumers. Television is not a part of the media plan as of now.
In addition, below-the-line activities such as point-of-sale interactions at malls and other retail outlets will be a significant driving force in attracting consumer trials for the brand.
Mahima Chaudhary, who was initially the brand ambassador for the whitening formula, will no longer be associated with it. The agency has decided to rule out the option of hiring a brand ambassador.
For the record, Whitening Expressions specialises in raising oral hygiene standards by offering a range of products, including mouthwashes, toothbrushes and tongue cleaners, all under the Aquawhite umbrella.
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