Cut the Crap wins Ujala business; ad spends estimated at Rs 25 crore

Cut the Crap (CTC), the advertising agency founded by Jagdish Acharya, has bagged the creative duties for Ujala liquid fabric whitener from the stable of Jyothy Laboratories (commonly known as Jyothy Labs).

The development comes in the light of a multi-agency evaluation process. "We decided to move the account to Cut the Crap with due diligence and after careful consideration," the company spokesperson tells afaqs!.

The brand positioning of Ujala has been based on the twin platforms of 'whiteness' and 'brightness' in the past. The brand became a household name with its catchy 'Chaar Boondo Wala' TV jingle.

Situations Advertising is the incumbent on the account and has worked on the creative duties of brand Ujala for more than 15 years.

The media mandate remains unchanged. Following a multi-agency pitch held earlier this year, Jyothy Laboratories awarded the media planning mandate for its newly acquired Henkel portfolio to DDB Mudra Max, whereas LMG secured the media buying duties for the same.

It may be recalled that late last year, Jyothy Laboratories underwent an extensive review process of its roster advertising agencies, across brands. The development came in the wake of Jyothy Laboratories increasing its stake in Henkel India. At the time, the only agency to stay put on Jyothy Labs' creative roster was TBWA, for the liquid dish wash brand Pril.

Besides Ujala, other popular brands from Jyothy Laboratories include utensil cleaner Exo, personal care soap brand Jeeva, household insecticide brand Maxo, and the agarbatti (incense sticks) brand Maya, amongst others.