The other brands of Marico Bangladesh will be handled by the local Unitrend Advertising
Following a multi-agency pitch in Kolkata, Bates, Kolkata, has bagged the creative duties for Camelia, the new beauty soap to be launched by Marico in Bangladesh.
Confirming this development to agencyfaqs!, Rajiv Mathrani, head, marketing, Marico, SAARC and South East Asia, says, “Bates, Kolkata, will specifically work for the Camelia brand in Bangladesh. The other brands of Marico Bangladesh will be handled by Bangladesh-based Unitrend Advertising.”
Subhash Kamath, CEO, Bates, says, “Bates Kolkata is on a winning spree these days.”
Talking about the factors that went in favour of Bates, Charulata Ravi Kumar, executive vice-president, Bates, Kolkata and Delhi, says, “Bates Asia is currently focusing on the rapid socio economic and socio cultural changes happening in India, China, Bangladesh and many other markets in Asia. In the process, we have developed tools and techniques that monitor not only the current changes but also predict the change points that will significantly alter the mindsets of people in the coming years."
She laments the fact that people have two misconceptions about Bangladesh - one, it is the same as West Bengal and two, lifestyles have not changed much over the years.
“What has worked in our favour in winning this account is our experience in the Bangladesh market. I have personally worked for brands in Bangladesh out of our Bates branches in London and Dubai. That’s when I realised the kind of potential this market possesses,” she adds.
Abeer Chakravarty, senior vice-president, Bates, Kolkata, says, “Marico’s business is a huge win for us. Coming as it does on the heels of our recent gains, Bates, Kolkata, is on a roll. We are looking forward to a great partnership and to working with a company that is doing a superb job of building brands.”
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