CavinKare Pvt Ltd has assigned the creative duties of its fruit drink brand ‘Maa’ to Bates 141 Chennai. The agency already handles the creative duties of CavinKare’s hair care division that includes brands like Chik, Meera and Nyle Shampoos. Mediaedge:cia is the media agency for CavinKare’s FMCG brand.
Ramesh Viswanathan, Executive Director, CavinKare, has confirmed the development and informed that they would be re-launching the juice brand next month. It may be recalled that in 2008, CavinKare had forayed into the fruit beverage market through the acquisition of a Tamil Nadu-based fruit drink brand ‘Maa’. Currently, Maa’s range includes four flavours – mango, pineapple, apple and guava – and is present in Tamil Nadu, Kerala, Karnataka and Andhra Pradesh.
Regarding the communication plan, the brand will focus more on a marketing-driven exercise. Vishawanathan explained that the advertising would be more inclined towards television.
CavinKare has different creative agencies on its roster to handle different portfolio businesses. These include: G3, a part of Grey Worldwide, which is handling Fairever and its hair colour range; Rubecon, which handles the perfumes, talcs and foods division business; and Bates 141, which handles the hair care business and now fruit juice brand Maa.
With revenues of more than Rs 500 crore, CavinKare has established a firm foothold in the national market, aided with consumer needs and several strong brands.