Creativeland Asia has started 2009 on a good note, bagging two new accounts – Medimix ayurvedic soap and Cuticura talcum powder from the Cholayil Group. Creativeland Asia would be handling the creative mandate for both the brands. Grey Worldwide is the incumbent agency. OMD continues to handle the media business.
Sajjan Raj Kurup, Chairman and Chief Creative Officer, Creativeland Asia has confirmed the development. He declined to divulge any details regarding the account size. However, according to industry sources, the account size is estimated to be in the region of Rs 12 crore.
The win comes in the wake of a multi-agency pitch. Commenting on the brief given by the client, Kurup said, “Mediamix and Cuticura command great brand equity and have been legendary brands in the Southern region. Hence, it is a task and challenge for Creativeland Asia to make the legendary brand presence stronger in the Northern region of the country as well.”
In 2003, the Medimix ayurvedic soap account had moved to Grey, which was previously handled by Chennai-based Fountainhead Communications agency.
In 2006, the Cholayil Group forayed into newer product categories in the skincare domain by introducing brand extensions of both Medimix and Cuticura. The company has also launched a glycerine variant of the Medimix soap for dry skin in the Northern and Eastern markets. As for Cuticura, it is available largely in the Southern region and in select retail stores in Mumbai, Delhi and Kolkata.