afaqs!

Margo shifts agency yet again

By Ashwini Gangal , afaqs!, Mumbai | In Advertising | August 24, 2011
Within seven months of the business moving to Scarecrow, the brand is back in the FCB Ulka stable but with its second agency - Interface Communications.

Margo has changed many hands. The brand was launched by Calcutta Chemicals & detergent in 1920. Later the company was acquired by Henkel India in 1999 and Margo was under latter's custody. Now with Jyothy Laboratories increasing its stakes in Henkel India, the brand has again changed hands.

The change has also come in the agency's front. Just seven months ago, the creative duties for Margo was awarded to Scarecrow communication. Now the brand is back in the Ulka stable but with its second agency - Interface Communications. The business will be handled out of the agency's Mumbai branch.

When contacted, K Raghavendra, assistant general manager, marketing services, Jyothy Laboratories, confirmed the news to afaqs!.

Scarecrow's serviced the account from its Chennai office while the creative and strategy functions were being handled from the agency's Mumbai office. Now, the business has moved back to Interface Communications.

The move is in sync with a larger plan on the part of the parent company.

Margo was first launched by Calcutta Chemicals in 1920. Since then, it has been a very popular toilet soap brand and has, for the most part, been positioned as an anti-bacterial skin care product with neem oil as its core ingredient. Around 2009, the brand underwent a revamp and was rolled out with a new packaging and shape.

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