Marico aligns Rs 40 crore brands with BBH

FMCG company, Marico has selected BBH as the creative partner for five of its brands -- Parachute Therapie Hair Fall Solution, Parachute Advansed After Shower, Parachute Advansed Starz, Nihar Naturals and Mediker.

The advertising budget for these brands, industry sources reveal, is estimated to be in the region of Rs 40 crore. Marico’s advertising lays emphasis on traditional media -- television, print and radio. Besides, the company and its brands occasionally utilise OOH and other media, in accordance with their media plans.

So far, Publicis Ambience, Mumbai was responsible for hair oil brand, Nihar Naturals and the Parachute brands -- Therapie Hair Fall Solution, Advansed After Shower and Advansed Starz; while Mediker was being handled by McCann Erickson.

Rediffusion Y&R handles Hair & Care and Silk & Shine. McCann Erickson has Saffola, Shanti Amla and Parachute Coconut Oil in its kitty.

Apart from Rediff and McCann, some of the agencies that have been associated with Marico in the past include Publicis Ambience, Bates 141 (then Bates Enterprise), Grey Worldwide, Alok Nanda & Company and SSC&B Lintas (now rechristened to Pickle Advertising).

Partha Sinha and Subhash Kamath, managing partners at BBH, are not new to Marico. Sinha and Kamath were first introduced to the company during their stints at Publicis Ambience and Bates Enterprise, respectively.

In a media release, Sameer Satpathy, head, marketing, Marico, too, acknowledges the association of BBH India's team members. “Subhash and Partha have helped us build our key equities over the years, and we are happy to welcome them back,” he says.