While McCann Erickson has been handling Balsara group’s oral care brand Babool since2002, it’s only now that the other two oral care brands Promise and Meswak has been aligned with the agency
The all three oral care brands that Dabur acquired after taking over Balsara Hygiene Products – Promise, Meswak and Babool – in 2005, are under McCann’s custody now. While, McCann handled the Babool brand since 2002, way before the acquisition of Balsara by Dabur, the other two brands Promise and Meswak have been aligned with the agency now. In fact, JWT had been in charge of these brands for the last four years.
This is as per Dabur’s plan to consolidate its entire portfolio with a maximum of four agencies instead of the current roster of eight agencies – Lowe, JWT, McCann Erickson, Contract, Mudra, Bates David Enterprise, O&M and Law & Kenneth.
Just a year ago, Dabur had consolidated its entire media planning duties with Maxus. Prior to that the media planning duties for Dabur portfolio were handled by five agencies – Maxus, Initiative, OMS, MPG and Lodestar Universal (then Universal McCann). The media buying is done by Dabur itself.
Dabur has allocated a budget of Rs 150 crore on the traditional media, and if the below the line activities are to be added then the total spends would go up to Rs 200 crore.
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