Pritha Mitra
Advertising

Bates Enterprise combine bags Marico’s corporate account

As per industry estimates, the size of the business is upwards of Rs 4-5 crore

Following a multi-agency pitch last week, the Bates Enterprise combine has bagged the creative duties for Marico’s corporate account. The media duties will be handled by Madison. The other agencies in the fray were McCann-Erickson, Ambience Publicis and Alok Nanda and Company, who are currently empanelled by Marico for its different brands.

Confirming this development to agencyfaqs!, Saugata Gupta, chief, marketing, Marico, says, “Till date, we have only promoted different Marico brands such as Saffola or Parachute. However, this time, we plan to promote Marico as a group and corporate brand.” Recently, Marico Industries was renamed just Marico.

Neither the client nor the agency is willing to reveal the size of the business. When asked, Subhash Kamath, CEO, Bates India, says only that the size of the business is substantial.

However, people in the industry say that the size of the business is estimated to be upwards of Rs 4-5 crore.

Kamath says, “This will be a 360-degree marketing initiative, which, apart from conventional media such as television, print and radio, will also focus on the new media and even below-the-line activities, etc.”

Kamath further says, “More than the size of the business, winning Marico’s corporate account is a matter of prestige for any agency.”

For the record, Ambience Publicis handles the creative duties for Hair and Care and Parachute Coconut Oil, while McCann-Erickson handles brands such as Parachute Advansed, Saffola Oil and Shanti Amla. 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!