a multi-agency pitch, FMCG major CavinKare has shifted the creative duties for its fairness brand, Fairever, from Orchard to G3, which is part of the Grey Group. The development has been confirmed by Ramesh Viswanathan, executive director, Cavinkare.
The names of the other agencies which participated in the pitch could not be ascertained. The advertising budget for the business is close to Rs 10 crore. Viswanathan says, "G3 already handles the hair colour and home care business for CavinKare. It will now handle the Fairever account as well. With this effort, we have consolidated our business with three agencies, Bates which handles hair wash, Rubecon which handles fragrance, and now G3. We hope G3 will take our business further forward in the skin creams category."
CavinKare has three distinct strategic business units: personal care, foods and international business. The divisions operate with a diversified product portfolio including shampoo, fairness cream, deodorant and talc, masalas and ready mixes, hair dye and toilet cleaner.
Nirvik Singh, Southeast Asia chairman of the Grey Group, says, "We have been closely associated with Cavinkare for a long time, and bagging Fairever has further strengthened our relationship. We are delighted to strategically partner them for one of their most popular brands. It was a fantastic effort from our Chennai team that resulted in this win."