Dabur opens pitch for baby care range

By , agencyfaqs!, New Delhi | In Advertising | February 27, 2008
The incumbent agency on the baby care range is Contract


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.

The sources reveal that the ad spend for the baby care range will be around Rs 8-10 crore. Dabur has several agencies on its roster: Lowe, O&M, Contract, McCann, Law & Kenneth and Mudra. Though the company has been talking about the consolidation of the creative duties of its products and categories with a limited number of agencies, it is now learnt that it might consider agencies beyond its existing roster.

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.

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