Cell has bagged the entire brand portfolio for Vandana Luthra Curls & Curves (VLCC). The size of the business is learnt to be in the region of Rs 10-12 crore.
JWT was the creative agency for VLCC when it stepped into the market. In 2005, the account was split into two - health services and personal care products. It was then when Equus bagged the healthcare services business, while the personal care brands were retained by JWT. A year later, the personal care business was moved to M&C Saatchi.
Television, print and radio will play an important role in promoting the personal care brands. The company also plans to leverage strategic touch points to reach out to consumers.
Harmeet Paintal, group marketing officer, VLCC and CEO, VLCC personal care, adds, "Equus has been doing a good job for VLCC and we are an undisputed leader in that category; a series of films are in line for slimming solutions. The personal care product segment, however, is only three years old and we are learning. Strategies are in the implementation stage."
Currently, a film on VLCC's slimming services is on air. Equus is the agency behind it. Last year, too, a film was released by the agency. Apart from more on slimming services, there is also something in the pipeline on the company's anti-cellulite oil, Shape-Up.