Dabur brings on two agencies for shampoos; opens pitch for Fem

Pickle Advertising will handle Vatika root strengthening and henna cream conditioning shampoos; while David - Ogilvy's return of Brand David, will handle the newly launched health shampoo, Total Protect. Contract continues to handle Vatika anti-dandruff shampoo

It is consolidation time for Dabur. The FMCG major has been shuffling creative duties amongst agencies, and has roped in David - Ogilvy's return of Brand David, and Pickle Advertising for three of its brands.

The development was confirmed to afaqs! by Vikas Mittal, executive vice-president, marketing - personal care, Dabur.

Pickle, Lowe's second agency, will handle two brands -- Vatika root strengthening and henna cream conditioning shampoos; while David has been entrusted with the duties for a new brand -- Total Protect, a health shampoo.

Dabur brings on two agencies for shampoos; opens pitch for Fem

Total Protect has been launched in three regions -- north, east and west, while test marketing is on in the south. The product will hit the shelves this month, after a research and test marketing that took place six months back in West Bengal.

Since both Ogilvy and Lowe were already handling other competitive brands, their respective second agencies were awarded Dabur's businesses.

Pickle wins the business from Contract, which had been the creative custodian for the Vatika portfolio since 2005, beginning with the anti-dandruff shampoo business. In 2006, Contract won the creative duties for the henna cream conditioning and root strengthening shampoos. The agency continues to handle Vatika anti-dandruff shampoo for Dabur.

According to industry estimates, the overall shampoo category stands at Rs 2,600 crore. It comprises three sub-categories -- beauty shampoos, anti-dandruff shampoos and health shampoos. The first includes the likes of Sunsilk and Vatika; the second comprises brands such as Head & Shoulders and Vatika Anti-Dandruff. Until now, Clinic Plus was the sole player in the health shampoos sub-category. With Total Protect being launched, the sub-category now has two brands.

The beauty shampoo market is learnt to be growing at about 14 per cent; health shampoos at about 9 per cent, and anti-dandruff growing the least, at roughly 4 per cent.

Apart from bringing on agencies for its shampoo business, Dabur has also called for a pitch for the company's recently acquired brand, Fem, from Fem Care Pharma. The brand is present in the fairness bleach, hair removal cream and liquid soap categories.

Fem Care Pharma also markets a range of fabric softeners and stain removers under the Bambi brand. The other brands in Fem's portfolio include Oxybleach cream, Botanica anti-aging cream, Stratum colour protecting hair conditioners and SAKA men's bleach.

Dabur India had earlier acquired 72.15 per cent of Fem for Rs 203.7 crore in an all-cash deal. After obtaining the regulatory approvals, Dabur acquired an additional 20 per cent stake for Rs 54 crore through an open offer. With the completion of the transaction, Fem Care Pharma became a subsidiary of Dabur India.

Dabur's roster agencies include Ogilvy, Lowe, McCann Erickson, Mudra, Contract, TBWA and Law & Kenneth.

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