Henko's Rs 15 crore-advertising business awarded to Publicis Ambience

By afaqs! news bureau , afaqs!, Mumbai | In Advertising | October 20, 2011
The win comes in the wake of the merger of Jyothy Laboratories and Henkel, and the subsequent re-alignment of the company's creative agencies.

Publicis Ambience has been awarded the creative mandate for the detergent brand Henko. The agency's Mumbai branch will handle the business. Industry sources estimate the size of the business to be around Rs 15 crore. Earlier, the mandate for this account was with DDB Mudra.

The win comes in the wake of the merger of Jyothy Laboratories (JLL) and Henkel, and the subsequent realignment of the company's creative agencies. A couple of recent examples of this realignment include the creative mandate for the toilet soap brand Margo shifting from Scarecrow Communications to Draftfcb Ulka's second agency, Interface Communications (Mumbai), and the mandate for the insecticide brand Maxo moving from Rediffusion Bengaluru to Mudra Mumbai.

The current win is the result of a closely-fought multi-agency pitch that was initiated in July, and was held in Mumbai. afaqs! learns that around eight creative agencies participated in the first round of the pitch; this first round was entirely strategy-led. Following this round, three agencies were invited to make presentations in the next round, which was creative-led.

Commenting on the development, K Raghavendra, general manager, marketing services, Jyothy Laboratories, tells afaqs! that he is pleased to have Publicis Ambience on board for Henko. "We believe the team has huge potential to help us garner a sizeable market share in this highly competitive category," he says.

Raghavendra adds that it was both the agency's conviction-laden strategy and creative presentation that helped it clinch the account.

Ashish Khazanchi, vice-chairperson and national creative director, Publicis Ambience, comments, "It's rare these days to work on a client like JLL, which completely trusts the agency and believes in the power of the 'idea'. We will try to live up to the faith placed in us by delivering some memorable work on Henko."

Paritosh Srivastava, executive vice-president and branch head, Publicis Ambience, Mumbai, says, "It has been a very satisfying win considering the rigorously competitive pitch process. It is hugely challenging to work on a brand fighting to create a foothold in a competitive category with strong established players; Henko gives us this opportunity and responsibility."

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