Prajjal Saha

Parachute Advansed moves from Ambience Publicis to McCann-Erickson

The size of the business is estimated to be around Rs 3-4 crore

McCann-Erickson, Mumbai, has bagged the creative duties for Marico’s Parachute Advansed. The size of the business is estimated to be around Rs 3-4 crore. The incumbent agency was Ambience Publicis.

Confirming this development to agencyfaqs!, Saugata Gupta, chief, marketing, Marico, says, “We didn’t call for any pitch as such. McCann-Erickson was already working on a couple of Marico brands. The agency did a creative presentation for the Parachute Advansed brand, and we liked it.”

Prasoon Joshi, regional creative director, South and South East Asia, McCann-Erickson, and Govind Pandey, senior vice-president and general manager, McCann-Erickson, Mumbai, presented the creative strategy.

The new TVC for Parachute Advansed is expected be launched within a month.

Parachute Advansed, the refined hair oil with a fruity fragrance, was launched in 2004. Since then, the brand has been handled by Ambience Publicis. The first TVC of Parachute Advansed – targeted at young consumers – went on air in October 2004. The communication was focused on driving the fragrance aspect of the oil.

McCann-Erickson also handles other Marico brands such as Saffola Oil and Shanti Amla. The creative duties for Marico’s yet-to-be-launched functional foods division is also with McCann-Erickson.

Meanwhile, Ambience Publicis continues to handle the business for Hair & Care and Parachute Coconut Oil as well as the other Parachute sub-brands.

Other brands of Marico such as Saffola Salt and Kaya (the skincare business) are managed by Grey Worldwide and Alok Nanda and Company, respectively.

© 2005 agencyfaqs!