In the wake of a multi agency pitch, WCCLG (Wipro Consumer Care & Lighting) has consolidated its media mandate with Maxus and Lodestar UM. The account size is said to be in the region of Rs 150 crore. Lodestar UM has retained a large share of the business while Maxus is the new agency in the roster.
Prior to this, the business was divided between Zenith Optimedia, DDB Mudra Max and Lodestar UM. The agencies in the fray for the pitch were the incumbents and Maxus.
Lodestar UM has retained the mandate for Santoor portfolio. Wipro has earmarked large investments for Santoor new brand launches this year.
Following this realignment, brands such as Yardley, Wipro Lighting that were previously handled by ZO and DDB Mudra Max have now come under Maxus’ mandate. For Maxus the win comes in the wake of Sofy from Unicharm and Panasonic corporate account.
WCCLG, a business unit of Wipro, has a profitable presence in the branded retail market of toilet soaps, hair care soaps, baby care products and lighting products. It is also a key player in institutional lighting in specified segments like software, pharma and retail.
Over the past few decades, WCCLG has seen consistent growth both in terms of presence in number of categories and growth within categories it is already present in. From a purely Vanaspati company WCCLG has moved to having a vast plethora of brands spanning across categories.