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Ogilvy Bengaluru wins creative mandate for British Nutritions

By Ashwini Gangal , afaqs!, Mumbai | In Advertising | March 14, 2011
The brands that the agency will handle include the weight loss meal supplement Slimlife, all products under the fitness portfolio, and three new brands aimed at mothers and children.

Ogilvy Bengaluru has won the creative duties for five brands under the British Nutritions umbrella. The brands include a weight loss meal supplement called Slimlife, the fitness product portfolio (product names include X-tra Whey, X-tra Mass and X-tra Gainer, among others), and three other new brands that are still in the pipeline. The three new brands are aimed at mothers and children.

British Nutritions, a subsidiary of the British Biologicals group, currently operates in three categories, namely fitness, wellness, and lifestyle nutrition.

This is the first time that the company has brought on board a creative agency to handle its communication. So far, an in-house team has been working on the same. There is no media agency on board at the moment. However, the company will appoint one soon.

Selecting Ogilvy as the company's communications partner was a strategic decision made by Bharath Reddy, managing director, British Nutritions. The agency's 360-degree approach to brands helped it clinch this account.

"We were looking at partnering and growing with an agency on a long-term basis. Since our brands require more than advertising solutions, Ogilvy, with its digital, advertising, and activation experience, seemed to be just the right agency to partner with," says Reddy.

The agency says that it is too premature to comment on the communication plan for the account. The agency has been involved by British Nutritions at a very nascent stage, and the team is currently working on the positioning of the brands.

Commenting on the account win, Simi Sabhaney, president, Ogilvy Bengaluru, says, "I am very excited to work with a client who has demonstrated such passion and commitment towards a joint partnership in making the brands a success in the Indian market."

Founded in 2004, British Nutritions operates with the main objective of simplifying nutrition and developing easily accessible products of superior composition. The company is a subsidiary of British Biologicals, a pioneer in the Indian nutraceutical industry since 1988.

British Biologicals is a global nutraceutical company that caters to disease-specific nutritional needs.

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