Cheil India wins Disney and L'Oreal Paris shopper marketing mandate

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | April 25, 2013
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The agency will create shopper marketing and social media for L'Oreal, while for Disney it will also help in merchandise promotion for upcoming movies.

Cheil India, which comes under Cheil Worldwide SW Asia, has been appointed by L'Oreal Paris Casting Crème Gloss to handle its shopper marketing mandate. The agency is expected to create shopper experience through social media and use spaces in retail, modern trade and touch points evolving around L'Oreal Paris Creme Gloss products.

Hari Krishnan

Meanwhile, Cheil has also won The Walt Disney Company's account, where it will again handle shopper marketing and activation for Disney Princess Academy by coming out with standout ideas that promote products in modern trade, explains Krishnan. Apart from the Academy, Disney has also given the agency the mandate for social media and merchandise promotion for its upcoming movie 'Planes', Marvel releases and Disney Fashion stations/shops.

Krishnan says the idea behind shopper marketing is to convert the love for the brand to purchase for the brand. "The mandate for Cheil is to make sure that the brands' affinity and awareness convert to sales. This will be done by understanding shoppers' mindset, understanding consumer science and behaviour," he adds. He believes brands gain greater traction and loyalty from engagement and not just advertising.

John Koo, managing director, Cheil Worldwide SW Asia, says that the account wins are a great start of 2013. "Cheil has tremendous experience on consumer and shopper engagement and I am delighted that we will be seen in a new avataar," Koo says.

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