Percept/H wins creative duties of Goodlife Products' to-be-launched food juice brand Cherio

The agency won the account based on the innovative ideas presented at the time of the pitch. The company, which is foraying into the food juices business, plans to launch its first flavour, Mango, by October in Chennai.

Percept/H has won the creative duties of Goodlife Products' soon-to-be launched food juice brand Cherio. For this financial year, the company intends to have a marketing budget of Rs 2-5 crore, and plans to increase it with the addition of more flavours in the future.

Speaking to afaqs!, Mythili Mahendran, director, Goodlife Products, says, "We like the concept and the ideas presented by the agency and hence we decided to go with it."

The agency won the account based on the innovative ideas presented at the time of the pitch.

Prabhakar Mundkur, chief executive officer, Percept/H, says, "We always look forward to working with entrepreneurial brands."

The company, which is foraying into the food juices business under the brand name Cherio, plans to launch its first flavour, Mango, by October in Chennai. The first set of television commercials, conceptualised by Percept/H, will be telecast in February 2012 to focus on the beginning of the summer season. The company also plans to increase its product portfolio by adding three more flavours sometime next year.

For the record, Goodlife Products was set up in 1995, in Chennai. The company first launched packaged mineral water branded as Cherio, which later competed with national and global brands to become a household name in South India. Later, it expanded the brand Cherio by introducing facial tissues and air fresheners, apart from launching Kleano brand toilet cleaners, multi-purpose cleaners, toilet rolls, phenyl, moth repellents, hand sanitisers, and personal care products under the brand U Natura. Recently, the company introduced the Melosa range of instant coffee and iced tea.