FMCG conglomerate CavinKare has awarded Leo Burnett with the creative duties for its upcoming henna (mehendi) brand. The product is likely to be marketed under the name 'Nyle Henna', implying that the offering is an extension of the company's existing hair care brand Nyle, best known for its shampoo range.
The agency's Mumbai office will handle the newly acquired account. The agency will be required to work on the launch campaign for the brand.
Highly placed market sources have confirmed the news to afaqs!.
According to market sources, the product is expected to be launched shortly. It will be a mass brand that will target women, particularly housewives, in the 28-30 years age bracket.
This is not the first CavinKare brand that Leo Burnett has won. In early 2011, afaqs! had reported that the agency had been awarded the creative duties for an oral care brand from the CavinKare stable, along with some other brands.
In the recent past, CavinKare has appointed several creative agencies across its brands.
In June 2011, Cartwheel Creative won the creative duties for Nyle shampoo. Earlier, the creative duties for Nyle were with Bates.
Curry-Nation currently handles the mandate for three CavinKare brands, including Fairever (the flagship product in its fairness creams category), and the deodorants Spinz and Hi5. The agency was awarded the duties in May, 2011.
In March 2011, Saints & Warriors was given the duties for Garden Namkeens, CavinKare's traditional snacks range. A few months later, the agency was also handed the duties for the company's non-traditional finger foods business.
MEC is the media planning and buying agency on the CavinKare account.