Saugata Bagchi, vice-president, Tribal DDB India, says, "We will reach out to the target audience and create multiple reasons for the audience to engage with the brand."
He says his team will avoid the usual facebook community chats and expert advices to promote the brand, but instead come up with something big that will create relevance for the brand.
Though Tribal DDB India refused to divulge any details on the size and the terms of the contract, Bagchi says, "Set Wet aims to break the clutter that is widely present in the personal care category."
Marico took over the Set Wet brand after it acquired the personal care business from Reckitt Benckiser.
Marico is one of India's leading companies in the consumer products, beauty and wellness space. It offers a wide range of products such as cooking oils, gels and massagers, and has a wide presence across different countries such as Vietnam, Malaysia, Bangladesh, South Africa, Egypt and West Asia, apart from India.
Digital advertising agency Tribal DDB specialises in building and marketing brands across the new media spectrum. Its clients include names such as Emirates, Kimberley Clark, McDonald's and STAR TV.