afaqs!

CreativeLand Asia wins Cholayil brands

By Savia Jane Pinto , afaqs!, Mumbai | In Advertising | January 05, 2009
The size of the business is estimated to be Rs 10-12 crore

The & #BANNER1 & # year starts on a good note for CreativeLand Asia. The creative shop, which prides itself on not participating in pitches, won the creative duties for Medimix and Cuticura a week ago.

The size of the business is estimated to be Rs 10-12 crore.

A pitch was also being held for the business, with three agencies participating in it, but CreativeLand Asia bagged the account. Raj Kurup, founder and chief creative officer, CreativeLand Asia, explains how they did it: "We made a presentation and demonstrated what we could do with the brand."

CreativeLand Asia will work on Medimix soap and Cuticura powder and deodorants only. Grey Worldwide is the incumbent agency, and OMD looks after the media duties.

Medimix and Cuticura are part of the Cholayil Group. Medimix has a range of products under its umbrella.

"We were looking for a creative hotshop and wanted to move from our earlier agency," explains VS Pradeep, managing director, Cholayil Group.

Cholayil now plans to expand the regions in which Medimix and Cuticura are available. Cuticura has a presence in the Kerala market and Cholayil has plans to first increase its presence in the Southern markets of Karnataka, Andhra Pradesh and Tamil Nadu before moving further to other markets.

No particular change in the positioning of the brands is on the cards.