HLL Lifecare to launch deodorant range; calls for a creative pitch

The latest offering will be under the Moods brand name.

HLL Lifecare is looking for a creative agency for the launch of its deodorant range. A pitch process is underway in Chennai, and several creative agencies from the city are fighting for the new business. The size of the business is estimated to be more than Rs 4 crore.

Sources close to the development have confirmed the news to afaqs!. It is also learnt that the launch is still at its nascent stage.

HLL Lifecare to launch deodorant range; calls for a creative pitch

The Mini Ratna company of the Government of India, which functions under the Ministry of Health and Family Welfare, produces healthcare products including condoms, blood collection bags, surgical sutures, auto-disabled syringes, vaccines, in-vitro diagnostic test kits, pharma products for women, natural products, hydrocephalus shunt, tissue expanders, surgical and examination gloves, blood banking equipment, neonatal equipment, blood transfusion and intravenous sets, vending machines, iron and folic acid tablets, sanitary napkins, oral rehydration salts, and medicated plasters.

Formerly known as Hindustan Latex Limited, the company changed its name to HLL Lifecare a few years ago, almost four decades after beginning its operations from the rubber-rich state of Kerala, to produce condoms for the National Family Planning Programme.

HLL Lifecare's new deodorant range will be launched under its established brand Moods. R K Swamy BBDO, that manages the creative duties for Moods condoms, will continue to handle the creative mandate for the brand. Another of HLL's known brands is oral contraceptive pill Saheli.

As part of its endeavour to offer high quality and affordable herbal products, HLL Lifecare also launched a joint care cream and ayurvedic hair oils in collaboration with Arya Vaidya Sala, Kottakkal in December 2011.

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