In a significant development, Dabur India and Leo Burnett, Delhi, have decided to end their five-year-plus partnership. With this, Leo Burnett will forsake Rs 8-10-crore worth of business from Dabur, which includes Chyawanprash, Gulabari and some other developmental brands.
Both Dabur and Leo Burnett confirmed this development. Talking to agencyfaqs!, Jayshree Sundar, executive director, Leo Burnett, Delhi, said, "What happens between an agency and a client is privileged information. We have decided to discontinue the relationship; but it has been very amicable."
Dabur echoed a similar sentiment. Dabur's official stand was, "We have discontinued our association with Leo Burnett; but it was an amicable parting."
The obvious question that comes to mind is, what happens to Chyawanprash, Gulabari and the developmental brands that were in Leo Burnett's custodianship? Dabur sources indicate that there are three agencies in the fray for the erstwhile Leo Burnett portfolio. These are McCann-Erickson, Lowe and Bates India.
Currently, Dabur's business is split among six agencies - Bates, Contract, Dhar & Hoon, O&M, Mudra and Lowe. While Bates handles Dabur Lal Dant Manjan toothpaste, Contract has Lal Tail, Dabur's Glucose, Real Activ juice and the baby care portfolio. On its part, Mudra services Vatika hair oil, Pudin Hara, Hajmola Candy, and some other OTC brands. O&M has Dabur Amla hair oil, Amla Lite and Dabur Vatika range of shampoos. Lowe has Hajmola and Dabur Honey, whereas Dhar & Hoon services the Real Juice business. © 2003 agencyfaqs!First Published : September 25, 2014 04:04 PM