Jyothy Labs' Exo meets creative agencies

By Ashwini Gangal , afaqs!, Mumbai | In Advertising | February 26, 2013
The process is underway in Mumbai.

Exo, the utensil cleaner from the stable of Jyothy Laboratories, is currently on the lookout for a creative agency. The process of identifying one began a week or so back and is underway in Mumbai. A few agencies are already in conversation with the brand team.


Unlike most brands in this category that talk about shine, Exo is positioned as an 'antibacterial dish washing product'. The product packaging highlights the ingredient Cyclozan, a protecting antibacterial agent with cleansing properties.

In the past, Interact Vision and later DDB Mudra have worked on Exo's advertising.

The brand is known to have a significant presence in many parts of South India and has been an active advertiser in this region since its inception.

Exo has used situation-based advertising (humorous and serious), testimonial-like advertising as well as comparative advertising in the past.

An image and communication revamp is likely, afaqs! learns from sources close to the pitch process. The company plans to promote the brand in the North and West in the days ahead.

Since 2000, Jyothy, traditionally a single-product (Ujala) company, forayed into other daily-use, household product categories with the launch of brands like Exo (surface cleaning), Maxo (mosquito repellent), Jeeva (personal care) and Maya (incense sticks). Today, JLL operates in the laundry, home care, cosmetics and toiletries segments.

Exo was first launched in bar form in the year 2000 in Kerala, and later launched across Karnataka, Tamil Nadu and Andhra Pradesh. In 2005, Exo's liquid variant was launched. Brand Exo also extended its product offering to a dish scrubber, Exo Safai. Exo saw a national roll-out around 2009-10.

The Rs 663 crore Jyothy Laboratories (JLL) was established in 1983 by M P Ramachandran, the current chairman and managing director of the company. It is popularly known as Jyothy Labs.

DDB Mudra Max handles the media planning and buying duties for Jyothy's entire portfolio.

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