Jyothy Laboratories to re-jig agencies across brands

By Ashwini Gangal , afaqs!, Mumbai | In Advertising | September 07, 2011
The development is in the wake of Jyothy Laboratories having increased its stakes in Henkel India.

afaqs! has learnt that Jyothy Laboratories, also known as Jyothy Labs, is in the process of reviewing the creative agencies on most of its brands.

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

A recent instance of this process is the Margo account. Just a couple of weeks back, afaqs! had reported that the Margo account had changed creative hands. The creative mandate for the toilet soap brand moved from Scarecrow Communications to Draftfcb Ulka's second agency Interface Communications' Mumbai branch.

Like Margo, the creative agencies currently handling most of the other brands across Jyothy Labs' product portfolio are slated to undergo a review. Raghavendra informs that such extensive re-consideration of all its current creative partners is part of parent company Jyothy Labs' larger re-structuring plan. This re-structuring plan is in the wake of Jyothy Labs' acquisition of stakes in Henkel India.

It is further learnt that the only agency to stay put on Jyothy Labs' creative roster is TBWA; the agency has been handling the liquid dish wash brand Pril, and has successfully retained the account. The agency's Mumbai branch will handle the business. No pitch took place; the account was retained by the agency on the basis of its previous work.

Regarding the (Pril) account, Raghavendra says, "We are extremely happy with TBWA's work on Pril in the past, and will therefore continue to work with them in the future."

Popular brands from Jyothy Laboratories include fabric cleaner Ujala, utensil cleaner Exo, personal care soap brand Jeeva, household insecticide brand Maxo, and the agarbatti (incense sticks) brand Maya, amongst others. Besides Margo and Pril, other brands originally under the Henkel umbrella include Henko, Fa, Mr. White, and Chek, amongst others.

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