Dabur reshuffles agencies, calls pitch

India - Dabur has been shuffling creative duties amongst agencies, and has appointed Meridian Communications and Pickle Advertising for three of its brands.

Apart from bringing on agencies for its shampoo business, Dabur has also called for a pitch for the company's recently acquired brand, Fem, from Fem Care Pharma. Vikas Mittal, executive vice-president ofmarketing, personal care at Daburm confirmed the news.

Pickle, Lowe's second agency, will handle two brands - Vatika root strengthening and henna cream conditioning shampoos; while Meridian, Ogilvy's second agency, has been entrusted with the duties for a new brand - Total Protect, a health shampoo.

Total Protect has been launched in three regions - North, East and West, while test marketing is on in the South. The product will hit the shelves this month, after a research and test marketing that took place six months back in West Bengal.

Since both Ogilvy and Lowe were already handling other competitive brands, their respective second agencies were awarded Dabur's businesses.

Fem Care Pharma also markets a range of fabric softeners and stain removers under the Bambi brand. The other brands in Fem's portfolio include Oxybleach cream, Botanica anti-aging cream, Stratum colour protecting hair conditioners and Saka men's bleach.

Dabur's roster agencies now include Ogilvy, Lowe, McCann Erickson, Mudra, Contract, TBWA and Law & Kenneth.

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