Cut the Crap has won the creative mandate for Cycle Brand's Lia incense sticks. There was no formal pitch process involved. The incumbent agency on the account is Mudra Communications.
The brand made famous earlier by its 'Hawa Palat De' campaign is looking at a repositioning of sorts, and chose Cut the Crap after a series of discussions with the agency.
Avik Banerjee, marketing head, Lia, says, "Cut the Crap's approach was very direct and to the point. They hit the subject clearly and the various routes presented for the brand to take ahead were very relevant."
Acharya, who is an ex-Mudra hand, has worked on the brand during his earlier Mudra stint and was a part of the team that created Lia's previous campaign. This relationship worked in his agency's favour.
Going forward the brand aims to position itself in such a way so that it complements, and not compete, against the mother brand Cycle, which is also a significant player in the segment.
Banerjee says while Cycle is more in the prayer space, Lia's positioning is about mood elevation. He further adds that Lia is aiming at keeping the brand youthful and vibrant.
The upcoming campaign will be television-led, along with relevant print opportunities, radio and BTL activities.
"As a group, we are thought-led. Television will definitely be leading the campaign. It will be further supported by relevant innovation that could be done with various media," says Acharya.
While both Acharya and Banerjee refused to put a specific number on the ad spends, it is learnt that the account size is more than Rs 5 crore.