In a global realignment earlier this year, SC Johnson had moved its advertising business out from IPG agencies Draft FCB, Initiative and UM.
The corporate major had assigned it global media buying business to Maxus. The planning AOR was divided between Maxus and Omnicom Media Group. The creative business was also divided between Ogilvy and BBDO.
The development finally took shape in India from December 2011.
Industry sources peg the business in the vicinity of Rs 50-60 crore.
SC Johnson’s verticals of home fragrance and home cleaning that include brands like Mr Muscle, Pledge, Glade will now be handled by Ogilvy’s Delhi office. Maxus India will handle the media planning of these brands.
The pest control business that includes brands like Raid and Baygon will be handled by BBDO India. The media planning of these brands would be handled by Omnicom Media Group India.
Maxus India is in charge of the complete media buying for SC Johnson.
SC Johnson is another significant addition to Maxus, Omnicom Media Group, Ogilvy and BBDO kitties this year.
While industry officials have confirmed that the agencies have already begun work on the businesses in India, agency officials or SC Johnson officials did not comment on the development.