Cartwheel Creative lathers up with CavinKare's Nyle shampoo; ad spends pegged at Rs 5-10 crore

The incumbent on the account was Bates 141.

Cartwheel Creative has won the creative duties for CavinKare's herbal shampoo brand Nyle.

Both, the winning agency, as well as the CavinKare authorities, have confirmed the development to afaqs!.

The development is the result of a multi-agency pitch, a process that saw the participation of several creative agencies. The pitch had two rounds, and was largely creative-led.

The advertising spend for the brand's upcoming communication is pegged at around Rs 5-10 crore. Previously, the creative duties for Nyle shampoo were with Bates 141. MEC is the media agency on the CavinKare account.

D Ramakrishna aka Ramki, executive director, Cartwheel Creative, shares, "The communication for the brand will break in about a month-and-a-half." He adds that for starters, television will be the lead medium for this communication.

Nyle shampoo was launched in 1993, and has been positioned as a herbal product, rich with natural ingredients. It is available in four variants, namely, Nyle Moisturising Shampoo, Nyle Nourishing Shampoo, Nyle Daily Cleansing Shampoo, and Nyle Strengthening Shampoo.

Chik and Meera are the other popular shampoo brands from the CavinKare stable.