HLL Lifecare Limited, formerly Hindustan Latex, has brought on RK Swamy BBDO and Publicis Ambience as the creative agencies for two products -- Moods and Saheli, respectively. The news was confirmed by Keraleeyan, associate general manager -- product management, HLL Lifecare.
A pitch was called for in August, focused on the brand, Moods. Presentations were made by agencies for both brands, but agencies were rated on the basis of their presentations for Moods.
The first round was a 12-agency pitch. Subsequently, three agencies were shortlisted -- RK Swamy BBDO, Publicis Ambience and Bates 141. The first preferred agency was to be given the Moods business, and the second preferred agency would be handed over the Saheli account. The allotments to the two agencies have been made in accordance with this decision, spells out Keraleeyan.
The incumbent agency for Moods was Lowe, while RK Swamy handled Saheli. Lowe has handled Moods since 2002. Prior to that, the brand has been through the hands of various creative agencies; beginning with RK Swamy, which launched the brand in 1987.
The media spends for Moods is about Rs 4 crore, and for Saheli, it is about Rs 2.5 crore. Till now, both Moods and Saheli have been advertised on television primarily. Print has been used sparingly for Moods. For Saheli, since the product is skewed towards certain regions, print advertising has largely been a regional decision.
Moods is a strong brand in the South and North; while Saheli is strong in the North and East.