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 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 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.