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12 agencies in race for HLL Lifecare’s Moods account

13-August-2009
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12 agencies in race for HLL Lifecare’s Moods account

HLL Lifecare Ltd (formerly Hindustan Latex Ltd) has called for a pitch for its popular condom brand Moods. Twelve agencies are in the fray for account. The advertising budget is pegged at Rs 5crore. Lowe is the incumbent agency. According to sources, most of the top 10 agencies were in the fray for the business.

Confirming the development, Keraleeyan, AGM, Product Management, HLL Lifecare Ltd, said that they would be finalising the agency by the end of this month. “We have not just called for a pitch to change the agency. It’s a periodical process through which we normally select the agencies. We are also planning to launch a few new products, however, the current pitch is not for that. The current pitch is for Moods. We will be having pitches for the other brands subsequently,” Keraleeyan told exchange4media.

HLL Lifecare Ltd has different marketing budgets for different products, and the company is currently looking for a change in its communication strategy for Moods.

For the record, HLL Lifecare is a multi-product, multi-unit organisation addressing various public health challenges facing humanity. HLL has set its sights to be a Rs 1,000-crore company by 2010. HLL Lifecare is said to be the only company in the world manufacturing and marketing the widest range of contraceptives. It is unique in providing a range of condoms, including female condoms, intra-uterine devices, oral contraceptive pills - steroidal, non-steroidal and emergency contraceptive pills; contraceptive cream, and tubal rings.

Over the past 16 years, HLL has steadily set up a strong and sound infrastructure for direct marketing. The company has put in place a vast distribution network covering the length and breadth of the country. HLL’s products today reach over five lakh retail outlets in 10 states, covering over 600 districts, 1,509 distribution points, including over a lakh villages, in the remotest corners of the nation.

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