Dabur opens pitch for baby care range

Keeping its consolidation plans in focus, Dabur has called for a pitch for its baby care range, say reliable sources. The incumbent agency on the range is Contract. The products that comprise Dabur’s baby care range are Dabur Lal Tel, Dabur Janm Ghutti and Dabur Gripe Water.

It is learnt that the company has flagged off a pitch with a view to building a range for baby care on the lines of Dabur Vatika- its personal care range, which will lend an identity to various sub-brands in the baby care category.

Lowe handles Hajmola, Dabur Honey, Real and Real Twist. O&M looks after Dabur Amla and the company’s soon to be launched hard surface cleaners. McCann, which was earlier handling one of the Balsara oral care brands, went on later to acquire the creative duties for Promise and Meswak toothpastes as well.

Contract holds the entire gamut of Dabur Vatika, which includes the entire range of shampoos, hair oil, soap and the fairness pack. The creative duties for the OTC category are divided among Law & Kenneth (Dabur Honitus cough syrup and lozenges) and Mudra (women’s health, rejuvenators, medicated oils, churnas and Nature Care). Law & Kenneth also handles part of the Dabur Foods portfolio, Real Activ and Coolers.