Percept/H has been awarded the creative duties for Shingar Group, the 50-year-old company that owns legendary cosmetic brands, Shingar and Tips & Toes. The agency would work on both brands, and the account is jointly pegged at Rs 10 crore.
While there was no formal pitch for the business, it has been learnt that Shingar Group did talk to a couple of other agencies before choosing Percept/H. Incidentally, the agency has been associated with the group in the past as well.
"We have worked with Percept/H in 1994-95," Hemant Topiwala, managing director, Shingar, tells afaqs!. "Since then, the agency has grown big, and we were looking for somebody who could provide us multiple services under one roof. We are looking beyond standard advertising in the form of print ads in magazines. The focus would be on extensive branding and enhanced presence of our brands at the retail level."
Of the group's brands, Shingar is more mass-market, with product prices ranging from Rs 3 to Rs 75. Tips & Toes, on the other hand, caters to the SEC A and B segments, with products priced between Rs 40 and Rs 450.
Explaining the dynamics of the cosmetics industry, Topiwala points out that the business of colour cosmetics has undergone a sea change in last decade. "Earlier, our products were being distributed through small shops and those selling imitation jewellery. Brands such as Lakmé and Revlon have changed the setup by introducing their own counters at various places, including departmental stores," he says.
Topiwala adds that since last year, Shingar Group is also making its presence felt, with dedicated counters in premium retail outlets. It is also employing duty advisors to guide and inform customers about the products offered by the group. According to him, this is where the group is expecting to leverage Percept/H's branding expertise.
Prabhakar Mundkur, chief executive officer, Percept/H, points out that Shingar has a rich heritage in the country. "Currently, the brand caters to the lower and middle segments, but it hopes to build a premium image with new product lines under the Tips & Toes brand umbrella," he says, adding that Tips & Toes is already a strong brand in southern and eastern India. The focus will be on expanding the brand's presence in other parts of the country.