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Unicharm assigns Sofy to Maxus India

31-July-2012
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Unicharm assigns Sofy to Maxus India

Japanese company Unicharm has awarded the media duties of its feminine care brand Sofy to Maxus India. The development was preceded a pitch process. The business is pegged in the vicinity of Rs 35-40 crore.

Unicharm officials could not be contacted at the time of filing the report and Maxus officials did not offer any comments on the development. Sources familiar with the situation however have confirmed the development to exchange4media and stated that Maxus has already begun work on the business.

Unicharm operates two lines of businesses – Baby care, which owns the brand MamyPoko and Feminine Care that owns Sofy. At present, Dentsu is the agency on MamyPoko. Hakuhodo Percept is the creative agency handling the Feminine care business of Unicharm. Hitherto, the media duties were handled by ZenithOptimedia.

Sofy had recently announced actor Anushka Sharma as its brand ambassador. The TV commercials and other media campaign featuring the new brand ambassador are already on-air.

A press note at the time of Sharma’s announcement stated, “Unicharm aims to create an era where Indian women can take ‘pride in being a woman’ by leading a more active and confident lifestyle even during menstruation. It is through the new campaign that Sofy Side Walls aims to highlight the unique feature of flexible ‘Side Walls’ which prevent side leakage and staining along with the comfort of long lasting absorbency, thus, creating a sense of confidence in the go-getter woman of today.”

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