Toni&Guy to launch hair products in India; Montage to handle ad duties

Toni&Guy is a 40 year old, UK based brand, which is entering India with its hair styling products. The advertising duties have been awarded to Montage Advertising

Toni&Guy, a 40 year old, UK based brand, is planning to enter India with its hair styling products. The advertising duties for this soon to be launched brand will be handled by the Delhi based agency, Montage. Brushman India, which is bringing the brand to India, plans to spend around Rs 2 crore on advertising. A pitch was called two weeks ago, in which four agencies participated.

Toni&Guy, which is into hair styling products, providing salon services and running hair styling academies, has a strong presence in around 35 countries. In India, it will face competition from other international brands such as L’Oreal, which has already garnered a big share for itself in the Indian market.

Says Shankar Narayan Alva, vice-president, marketing, Brushman India, “The agency needs to create a strong image for the brand.”

Print (mainly through lifestyle magazines such as ‘Cosmopolitan’ and ‘Elle’), retail, in-shop demonstrations and print innovations are some of the media activities that will be used.

Traditionally, the brand doesn’t use the services of an advertising agency to promote itself. India will be the first exception to its rule.

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