SBS Biotech scouts for creative agency

By Rashmi Menon , afaqs!, Mumbai | In Advertising | October 17, 2013
The Ambala-based company, which owns ayurvedic hair oil brand Kesh King, will soon launch products in the beauty and fairness segment.

Ambala-based SBS Biotech, which owns the ayurvedic oil brand Kesh King, is looking for a creative agency. Besides working on its Kesh King brand, the company would want the agency to also handle creative requirements of Dr Ortho, the joint pain reliever, and soon-to-be-launched products under the beauty and fairness segment. This is the first time the agency will hire a creative agency.

Dr Sanjeev Juneja

According to Dr Sanjeev Juneja, managing director, SBS Biotech, which will touch a turnover of Rs 400 crore this year, the company plans to invite agencies to its corporate office in Ambala for presentations. Incidentally, SBS Biotech recently signed up actor Juhi Chawla as the brand ambassador for its flagship brand, Kesh King. It plans to use Chawla's celebrity status to help position its portfolio of products in the market.

Juneja adds that the company now releases print and electronic ads specifically targeted at the hinterlands. Currently, the company spends around Rs 80 crore on advertising.

SBS Biotech Unit II, part of SBS Biotech Group of Companies, was set up by Dr Sanjeev Juneja in 2009. The company is ISO 9001:10000 certified and specialises in producing ayurvedic drugs. The company introduced Kesh King as a brand in 2009, before which it was sold as a home remedy product. Kesh King is available in oil, shampoo and capsule formats and its target consumers comprise girls and women in the age group of 12-50 years. The brand is available across India except Kerala, Tamil Nadu and certain north eastern states.

The company intends to foray into Nepal and Dubai soon. Besides ayurvedic products, the parent company also manufactures allopathic drugs.

SBS Biotech recently appointed Deloitte to help evaluate and acquire a company that aligns with its core values.

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