Orchard Advertising bringing back the glow for Godrej FairGlow

By Neha Kalra , afaqs!, New Delhi | In Advertising | February 09, 2010
The agency won the business following a multi-agency pitch

Orchard Advertising will now take charge of the creative duties for Godrej's fairness soap, FairGlow. The agency has won the business following a multi-agency pitch, which was called for a few weeks ago.

Besides Orchard, Publicis Ambience and Saatchi & Saatchi participated in the pitch.

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Senior officials at Godrej and Orchard Advertising were unavailable for comment, at the time of filing this report.

The incumbent agency is Quadrant, and is believed to have handled the account for about two years. In the past, Mudra has also handled the creative duties for the brand.

Being an FMCG brand, FairGlow has had presence on television and in print media.

Godrej launched FairGlow in 1999, which, at that time, brought in a new extension of the soap category itself -- that of fairness. Ever since, with a number of brand launches and heavy advertising spends by brands, the market for fairness soaps has only seen an uphill climb.

In 2007, Godrej Consumer Products Limited (GCPL) extended the FairGlow brand to the face-wash category.

Some of the other soap brands that GCPL markets are Cinthol and Godrej No.1.

The other leading soap manufacturers in the market are Unilever and Colgate-Palmolive. Unilever controls the largest share of the soap market.

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