The process is underway in Mumbai.
Livon, the hair care brand from Marico, is currently in the process of meeting advertising agencies. The process that began about a week ago, is currently underway in Mumbai.
Cut the Crap has worked on the Livon account in the recent past, prior to which the mandate was with Mudra. The account moved from Mudra to Cut the Crap in 2010.
In December 2010, UK-based Reckitt Benckiser announced its decision to buy out Ahmedabad-based Paras Pharmaceuticals. In the wake of this announcement and its subsequent execution in 2011, the creative duties of many of Paras' brands, including Livon, were reviewed. After the reshuffle, Cut the Crap retained the Livon account.
A few months ago, Marico acquired a part of the personal care business from Reckitt Benckiser, which had earlier belonged to Paras Pharma. This personal care portfolio included brand Livon, amongst a few others.
Livon has two product offerings, Livon Silky Potion and Livon Hair Gain Tonic.