Ashwini Gangal
Advertising

Curry-Nation bags Emami's Vasocare business; ad spends pegged at Rs 4-5 crore

Meanwhile, the creative duties for Emami's to-be-launched skin care range, Pure Skin, have been awarded to the Kolkata-based DPS Advertising and Marketing; ad spends are pegged at Rs 15-20 crore.

Emami has handed the creative mandate for its petroleum jelly brand Vasocare, to the Mumbai-based Curry-Nation. In November 2008, Emami had entered the petroleum jelly market with Vasocare.

Ad spends for the brand are pegged at Rs 4-5 crore.

Curry-Nation bags Emami's Vasocare business; ad spends pegged at Rs 4-5 crore
Run by Priti Nair and Nagessh Pannaswami, Curry-Nation already handles the creative duties for three Emami brands, namely, Fast Relief, Hairlife and Lalima. With this win, the agency now has four Emami brands in its kitty.

There was no pitch process involved in this development.

This is the first time that Emami has roped in a creative AoR (agency of record) for Vasocare. So far, the media buying duties for this brand have been handled by Prachaar Communications.

In the past, Vasocare has been present on television and print. Communication for the brand will continue to be largely mainline in the days ahead.

Curry-Nation bags Emami's Vasocare business; ad spends pegged at Rs 4-5 crore
Commenting on the acquisition, Curry-Nation's Nair says, "Our ambition is to have fewer clients and more brands. So, we're happy to win our fourth Emami brand." Nair adds that she really likes the product category and sees a lot of potential in Vasocare.

Meanwhile, afaqs! learns from Priti A Sureka, director, Emami Group of Companies that Emami has handed the creative mandate for its to-be-launched skin care portfolio, Pure Skin, to the Kolkata-based creative shop, DPS Advertising and Marketing.

This development was the result of a multi-agency pitch that saw the participation of two-to-three agencies. The media buying mandate for Pure Skin is with Prachaar Communications.

The products under the Pure Skin umbrella will include face washes, face scrubs, talcum powders and other such skin care products. In the year ahead, ad spends for the range are pegged at Rs 15-20 crore. Currently, Emami offers a glycerine-based bathing bar under the brand name Pure Skin.

Sureka adds, "We plan to change the cut here, completely. There will be a host of new products under the Pure Skin range."

The new Pure Skin range is scheduled to hit markets in September.