HLL Lifecare, a government undertaking (formerly known as Hindustan Latex), has awarded the creative business of its forthcoming deodorant brand to Law & Kenneth. It is understood that the brand will be launched under the name Moods, which already exists in the HLL brand portfolio for its condom brand.
The development comes on the back of a multiagency pitch process. Neither the client nor the agency was available for comments at the time of filing the report. Industry sources however informed that Law & Kenneth has already begun work on the business and that a multi-city brand campaign is expected soon.
HLL was kicked off in 1966 with the objective of producing condoms for the National Family Planning Program. Today, it is said to be one of the largest manufacturers of condoms in the country. The new deodorant brand is expected to leverage the popularity of Moods brand name.