Marico is all set to begin the communication exercise for its recently acquired brands from Halite Personal Care India, the demerged personal care business of Paras Pharma from Reckitt Benckiser.
The company has awarded the Set Wet brand to TapRoot. With this, Marico now has four agencies on its roster. Its flagship brands Saffola and Parachute Hair Oil are with McCann Worldgroup. BBH India has five brands under the Parachute range in its kitty. Cut the Crap has the creative mandate for Zatak and Livon, which are the other two key brands from Halite Personal Care.
The Set Wet range of products comprises deodorants, hair styling products such as hair cream and hair gels, and spray talc. TapRoot has already begun work on the business.
Sameer Satpathy, Executive Vice President and Head Marketing, Consumer Products Business, Marico, has confirmed the development to exchange4media.
Speaking on what worked in the favour of TapRoot, Satpathy said, “Taproot’s understanding and intuitive connect with the youth segment combined with their creative excellence will be a great asset to Set Wet. They are one of the most exciting creative shops in the industry today and we believe they will be a fitting partner for the brand. We would like to welcome Taproot to become a part of the Marico roster.”
As is known, Reckitt Benckiser had acquired Paras Pharma in 2010, and had later said that it would focus only on the company's healthcare business. The personal care business was subsequently transferred into a separate company – Halite Personal Care. Marico acquired 100 per cent stake in this company through its wholly owned subsidiary Marico Consumer Care.