afaqs!

Next Care scouts for creative and media AoR

By Nandana Das , afaqs!, New Delhi | In Advertising | July 18, 2011
This pitch process is on for the newly-launched range of perfumed body deodorants under the brandname NEXT; the account size is estimated at Rs 2.5 crore.

Next Care, the perfume and deodorant manufacturer, which is a part of the Gouri Group, has called for a creative and media pitch. The pitch process is on for the newly-launched range of perfumed body deodorants, under the brandname NEXT.

The account size is estimated at Rs 2.5 crore.

Confirming the news to afaqs!, Parminder Sadhu, managing partner, Next Care, says, "The deodorant market in India is growing at the rate of 41.5 per cent, which means the size of the category doubles every two years. The NEXT range of deodorants has some clutter-breaking differentiators which only a strong professional creative agency can communicate to the right target audience."

After selecting its creative partner, the group intends to start some aggressive brand building exercise through above the line (ATL) activities like print, electronic and out of home (OOH) advertising, as well as some below the line (BTL) activities to reach out to consumers.

This is the first time that the brand is looking for a creative and media AoR (agency of record). Currently, the brand is being handled by an in-house creative team, with the support of some professional freelancers.

It is to be noted that the new range of deodorants is being launched in UAE by Shirley May FZE (a Swiss Arabian Perfumes Group).

For the record, the Chandigarh-based Gouri Group was set up in 1991. The NEXT Care brand was launched one-and-a-half years ago. Its perfume products include brands such as Empress, Emperor, Angel, Provoke, Pleasure, Valentine, Eve's Delight, and Adam & Eve, to mention a few. The Gouri Group also has a wet towel dispenser, under the brandname NEXT Fresh.

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