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Paramount Cosmetics ropes in IBD India as brand & creative partner

30-September-2011
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Paramount Cosmetics ropes in IBD India as brand & creative partner

Paramount Cosmetics (India) Ltd has appointed IBD India Pvt Ltd as its creative and communications partner. IBD India will ideate and execute a 360 degree campaign for the company’s flagship brand ‘Shilpa’, a household name in the ‘bindi’ ‘kajal’ and ‘kumkum’ segments for the last 30-odd years. The agency will also offer the branding and creative services for ‘Instinct’, the male skin and personal care brand of Paramount Cosmetics.

For Shilpa, it all started with the restructuring of the entire brand portfolio through suggestion of right ‘Brand Architecture’ that took into consideration the competition, market potential, brand elasticity and finally the ‘end-users’s response. On the other hand, for ‘Instinct’, it was more of an integrated brand communication strategy rolled out by IBD India with emphasis on repositioning of the existing brand to create excitement around it.

Speaking on the occasion, Hiitesh Topiiwaalaa, Managing Director, Paramount Cosmetics (India) Ltd, said, “We are extremely happy to have associated with IBD India. The challenge for IBD was to come up with solutions on how to revitalise a 30-year old brand like Shilpa and the agency’s strategic approach surely would give a new direction to the brand. IBD has rolled out a clutter breaking creative and strategic approach on Instinct, based on deep consumer insights, which is a winner all the way. Our long standing relationship with the Percept Group and its overall commitment towards the brand development process also helped us making this decision.”

Commenting on the new win, Jyotsna Chauhan, COO, IBD India, said, “We believe a lot can be done on brand Shilpa to make it contemporary and youthful, yet maintaining its core Indian traditional values. We intend to take brand Instinct to the next level by repositioning it and creating a strong identity in an extremely cluttered segment. The challenge is to make the brand be a part of its TG’s personality.”

Paramount Cosmetics was incorporated in 1986 and is in manufacturing and marketing of cosmetics products. In the last few decades, it has acquired a strong position in the cosmetics industry in respective categories. At present, the company offers two brands – Shilpa and Instinct. Paramount is already present in the beauty category and had plans to shortly launch products in the hair, skin and personal care categories.

Under the brand Instinct, Paramount Cosmetics today manufactures and sells deodorants, hair styling gel, after shave moisturising gel, skin revival gel, and so on.

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