Mudra and TBWA India to share Henkel pie

Henkel’s laundry and home care brands in India will now handled by two creative agencies, Mudra Communications and TBWA India. This is the result of a global realignment as per which the entire Henkel business has now moved to DDB and TBWA.

Satish Kumar, managing director, Henkel India, confirmed that Mudra will handle Henkel’s laundry brands in India, while TBWA will take care of Henkel’s home care brands.

RK Swamy/BBDO, which was handling two of Henkel’s laundry and home care brands in India, Mr White and Pril dishwashing liquid and bar, is totally out of the picture. Both brands will now be serviced by Mudra, South, and TBWA, South, respectively. The estimated size of the combined advertising spends for both brands is Rs 10 crore. The media buying and planning duties for Henkel, India, lie with Group M’s Mediaedge:cia.

The advertising spends for each brand will be decided depending upon the market scenario and new market objectives.

Commenting on the development, S Radhakrishnan, executive vice-president, Mudra, South, says, “The effort will be to calibrate the advertising for Mr White with the sales pressure in the market. As a brand, Mr White has used television advertising in the past and will continue to do so. But as far as the complete media mix for the brand is concerned, there are still a number of things that have to be worked out.”

The other Henkel laundry brands in India that will be handled by Mudra are Henko and Fa.

Past work on Henko has won awards and recognition, and Mudra expects to maintain the same high standards.

The Henkel home care brands in India, which include Neem toothpaste and Palette hair colour, will be handled by TBWA India. TBWA will also handle Pril dishwashing liquid and bar.

TBWA will apply its worldwide philosophy of ‘disruption’ to take the brand, Pril, to greater heights. Disruption is not destructive, but is about challenging accepted conventions to arrive at new innovative ideas that give brands a challenger edge.

Remarking on the development, Kaustav Das, vice-president, South, TBWA India, says, “With highly relevant ideas that break conventions, we will be disrupting our way to growth to see an exponential increase in Pril’s market share. We will also apply this philosophy to the media mix for the brand, which will include the use of some unconventional channels to reach out to the target audience.”

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