Sources reveal that TBWA India has been entrusted with the creative duties for Dabur Badam Tail, the two year old brand from the Dabur stable. The incumbent on the brand is Mudra - the agency that has handled the creative duties for the brand since its inception.
The source also reveals that no pitch was called for before the alignment. TBWA India was awarded the duties purely on the basis of a creative presentation asked for by Dabur, in which the agency fared well. This alignment, thus, comes as more of a consolidation exercise for Dabur.
Almost two and half months ago, Dabur's Vatika Oil was aligned with Ogilvy. The business moved from Contract, which was the custodian of the entire Vatika portfolio. However, Contract still retains the anti-dandruff shampoo brand.
Apart from TBWA India, which has gained ground as Dabur's roster agency, the other roster agencies for the conglomerate include Lowe, O&M, Contract, McCann, Law & Kenneth and Mudra. The company is taking a serious look at the consolidation of its businesses with a limited number of agencies.
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.
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.