Godrej FairGlow, the fairness soap from the Godrej Consumer Products stable, is undergoing a creative pitch. According to industry sources, three agencies are in the fray for the business – Orchard, Publicis Ambience and Saatchi & Saatchi. Quadrant is the incumbent agency on the business.
The account size could not be ascertained at the time of filing this report. No official confirmations were forthcoming either. However, industry sources close to the development have confirmed the pitch call. It is learnt that a decision on the creative agency will be taken very soon.
It may be recalled that in December 1999, Godrej had launched FairGlow fairness soap and created a new product category. The soap claimed to remove blemishes to give the user a smooth and glowing complexion. FairGlow was positioned as twin advantage soap – a clean fresh bath and the added benefit of fairness.