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MAA Bozell bags two new brands from Ripple Fragrances

By , agencyfaqs! | In Advertising | February 09, 2007
The size of both brands combined is close to Rs 2 crore. As both brands are at a brand-building stage, the media mix will initially consist of below-the-line and in-store promotions


MAA Bozell & #BANNER1 & # has bagged the advertising duties for Iris and Lia Air Care from Ripple Fragrances. Ripple Fragrances is part of N Ranga Rao Group (NRR Group). There was no formal pitch for the business, but a presentation was made by the agency towards the end of last year. These are new brands from the Ripple Fragrances stable and will be advertised for the first time. Lia Air Care should not be confused with Lia Agarbatties, also a product of Ripple Fragrances, which is currently being handled by Mudra, Bangalore.

The size of both the brands combined is close to Rs 2 crore. As both brands are at a brand building stage the media mix will initially consist of below-the-line and in-store promotions.

Bunty Peerbhoy
Commenting on the development, Bunty Peerbhoy, managing director, MAA Communications Bozell, says, "MAA Bozell has had a long-standing relationship with the NRR Group in past years. This, combined with our experience in the retail and lifestyle market, made us an ideal partner to launch the two new brands. We will launch Iris as a lifestyle luxury fragrance brand and position Lia away from the existing perception of it as an agarbatti brand."

Anik Bannerjee, business head, Ripple Fragrances, says, "MAA Bozell brought value to the table with their experience and knowledge. They were able to understand our exact requirements for the launch of the two brands in the market."

For the record, in Air Care, the NRR Group provides a complete range of solutions, from deodorants, aroma oils and room fresheners to perfumes, fragranced lifestyle products, and botanical and floral extracts.

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