Dabur India has appointed McCann-Erickson as the creative agency for Dabur Chyawanprash and has handed over the skincare portfolio (including Gulabari and some other developmental brands) to Bates India. In effect, the estimated Rs 8-10-crore business that Leo Burnett gave up a week ago (as reported by agencyfaqs! in Dabur India and Leo Burnett part ways on August 1) has been split between two agencies - McCann and Bates - which were in the fray for the business besides Lowe.
Incidentally, this move makes McCann-Erickson the seventh agency on the Dabur panel. The other six are Bates, Contract, Dhar & Hoon, O&M, Mudra and Lowe. Also with this move, Bates gets to work on two Dabur brands - Gulabari and Dabur Lal Dant Manjan toothpaste. Talking about the need to induct one more agency into its roster, a senior Dabur executive said, "In our internal evaluation we found McCann most suitable for the job." Spelling out the task for McCann and Bates, the Dabur executive said, "They have to drive home the brand equity of their respective brands."
Post the latest bout of reshuffle, the Dabur agency alignment stands like this. While Bates handles Gulabari and 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 : August 07, 2003