Dabur aligns other two ex-Balsara oral care brands with McCann

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.

Dabur aligns other two ex-Balsara oral care brands with McCann

Lowe handles Hajmola and Dabur Honey, Real and Real Twist, while Dabur Amla is under O&M’s custody. Bates David Enterprise is in-charge of Dabur Red Toothpaste while, Contract handles Vatika Shampoo and the baby care range which includes Dabur Lal Tel, Dabur Janmaghutti, Dabur Baby Olive Oil. Mudra has only Vatika hair oil in its kitty, while the latest addition to the list is Law & Kenneth, which handles Real Activ and Coolers.

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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