TBWA India wins Godrej SCA Hygiene business

Industry sources peg the business in the region of Rs 20-25 crore. The media duties for Godrej as a whole lie with Madison Media

TBWA India will handle the creative duties for the Godrej and SCA joint venture, Godrej SCA Hygiene. Industry sources peg the business in the region of Rs 20-25 crore. The media duties for Godrej as a whole lie with Madison Media.

SCA is a global Swedish consumer goods and paper company. Godrej SCA Hygiene in India will focus on establishing its presence in feminine hygiene products and baby diapers. SCA, in association with Godrej, will be launching its worldwide baby diaper brand Libero in India. SCA’s established feminine hygiene brands include Libresse, Nana, Bodyform and Nuvenia. These brands may not be launched under the same names in India.

TBWA India wins Godrej SCA Hygiene business

Libero, being a new entrant in the market, will be a challenger brand in competition with the established Pampers (P&G) and Huggies (Kimberly-Clark). The company’s feminine hygiene products will be positioned against Whisper, Stayfree and others.

TBWA India provided strategic insights that positioned the products to be launched by Godrej SCA strongly against the already established contemporaries.

Kurien Mathews, director, TBWA India, says, “TBWA India is already working with clients such as Nivea, Zandu, Pedigree and Henkel. The Godrej SCA win will further consolidate our portfolio of clients in the FMCG sector.”

The range of products to be marketed by Godrej SCA Hygiene will be distributed through the well established distribution network of Godrej Consumer Products Ltd (GCPL), which reaches 2.5 million retail outlets across the country. GCPL’s Snuggy brand will be sold to the joint venture company.

The media mix for the business will be a 360 degree mix of conventional and new media. The first campaign is slated for nationwide launch in September or October this year.

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