Devina Joshi

Anchor Toothpaste moves to Quadrant

As per informed sources, the size of the business is around Rs 10-15 crore, which is a jump from the spend of last year, when Art Advertising was handling the creative duties for the brand

As per informed industry sources, the creative duties for Anchor Toothpaste have been assigned to Quadrant. The toothpaste, better known as the ‘100 per cent vegetarian toothpaste’, was so far in the custody of Art Advertising. Executives from Quadrant and Anchor could not be contacted, despite several attempts to speak to them.

The size of the business is around Rs 10-15 crore, which is a big jump in spend for the brand from last year. This is because Anchor plans to launch in a big way a host of new variants, apart from the regular ‘whites’ and ‘gels’. “Quadrant is expected to handle both the main brand as well as these new launches,” a source informed agencyfaqs!

The media duties for Anchor were being handled in-house, with only a part being done by Art. It is learnt that there has been no change in this.

Sources reveal that this time around, Anchor plans to go beyond its launch platform of being a ‘100 per cent vegetarian toothpaste’. While that was a good positioning initially, it attracted only a certain set of consumers, which is why new variants and a fresh campaign are being planned.

The campaign for Anchor’s all-new portfolio is expected to break shortly.

Anchor belongs to Anchor Health and Beauty Care (AHBC), a part of the Anchor Group (makers of Anchor electrical switches). AHBC was formed in 1997 with the mission of providing quality products using contemporary technology. Anchor forayed into the FMCG market with the launch of Anchor White Toothpaste, which was positioned as India’s first British Dental Health Society certified, 100 per cent vegetarian toothpaste. AHBC was the recipient of the Golden AAA Award twice, first in 2002 for being the fastest growing FMCG Brand, and then in 2004 for quality.

Anchor’s product line includes toothpaste, toothpowder, tooth brush, talcum powder and confectionary.

© 2006 agencyfaqs!

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