aligned the entire range of Vatika products with Contract Advertising. The size of the business is estimated to be Rs 20 crore.
The Vatika range includes Henna cream conditioning shampoo, anti-dandruff shampoo, root strengthening shampoo, hair oil and soap.
Contract entered the Dabur fort in 2005, when it got the anti-dandruff shampoo business. In 2006, the Dabur Henna Cream Conditioning shampoo and Root Strengthening shampoo were also awarded to Contract. With this, Contract became the custodian of the entire shampoo range for Dabur Vatika.
The soap business was bagged by Contract at the time of launch. But the fairness face pack business has been awarded now.
The hair oil business, which was earlier handled by Mudra, has also been moved to Contract.
Currently, Dabur has eight agencies on its roster - Lowe, JWT, McCann Erickson, Contract, Mudra, Bates David Enterprise, O&M and Law & Kenneth. The company, however, has announced its plans of consolidating its businesses with a few, and the recent decision comes as a step in that direction.
Prior to this, Dabur aligned its Balsara-acquired oral care brands, Babool, Meswak and Promise, with McCann. Babool was handled by the agency since 2002; Meswak and Promise moved to it from JWT.