DDB Mudra West has recently won the creative mandate for Margo (beauty soap) following a multi-agency pitch. Jyothy Laboratories is a fast moving consumer goods company, founded in 1983. It also owns brands like Pril, Fa, Ujala, Henko, Mr. White and others.
M.R Jyothy, Executive Director, Jyothy Laboratories talks about the brief given from the company, "The brief was to bring in a fresh perspective to communicate the core benefits of Neem leading to brand trials amongst non-users. DDB Mudra's creative strategy appealed the most as it was a logical build up to the last brand campaign. The creative routes were fresh and in sync with what we believe our TG will relate to. We hope that DDB Mudra's talent pool and experience in diverse categories will help us meet our marketing goals."
Margo has revamped itself to appeal to the preferences and aspirations of India's dynamic youth while retaining its core Neem benefits. The neem-based soap brand has diversified into products like glycerine soap and neem face wash.
Rajiv Sabnis, President, DDB Mudra West comments on his plans with the brand, "Margo is the original Neem soap. The brand has some strong loyalists but we need to broad-base the loyal franchise to younger audiences and pan-India. The need is to make the power of Neem relevant to a larger set of young adults who know of the efficacy of Neem, but haven't experienced it yet through Margo. In a day and age when young people want to experience the world up close, Margo is just the right partner to ensure that you are ready to face the world. The communication is true to this insight and should connect well with young Indians. We look forward to further building this brand with the team at Jyothy."