JWT is the new creative custodian for Godrej Nupur

Godrej spent about Rs 5 crore last year on the marketing of the brand

JWT Mumbai has won the creative duties for Nupur, the mehendi (henna) brand by FMCG major, Godrej Consumer Products Limited (GCPL).

When contacted by afaqs!, V Suresh, vice-president, marketing, Godrej Consumer Products, confirmed the development.

The account was previously handled by Mudra, which looked after the business for about four years. JWT won the brand following a multi-agency pitch.

Last year, Godrej spent about Rs 5 crore on the marketing activities of the brand. Nupur is claimed to be 100 per cent natural, Rajasthani henna. It is a premium henna brand, which is priced almost about 100 per cent higher than the unbranded henna available.

The henna market has other players, such as Dulhan and Neha. However, none of the strong FMCG players, such as Unilever or even Emami, have a henna brand in their portfolio.

Nupur is a six year old brand, launched in 2003. The company claims it has the natural goodness of Amla, Brahmi and Bhringraj. At MRP, it is approximately a Rs 45 crore brand, and is growing at a rate of almost 30 per annum. The sales for the brand come mostly from the North and the West.

GCPL is a major player in the Indian FMCG market with presence in the personal, hair, household and fabric care categories.