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Grey India expands portfolio with Dabur Fem & Oxybleach wins

17-February-2010
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Grey India expands portfolio with Dabur Fem & Oxybleach wins

Close on the heels of bagging the Ferrero Group portfolio, Grey India has reportedly added Dabur’s Fem and Oxybleach business to its kitty. The accounts have been won by the agency’s Delhi office. The wins come on the back of multi-agency pitches. Though no official confirmation was forthcoming at the time of filing the report, highly placed sources have confirmed the wins.

It may be recalled that in December 2009, the client had appointed Bates141 to handle Oxybleach, while Law & Kenneth handled Saka Men’s Bleach.

Fem Care Pharma also markets a range of fabric softeners and stain removers under the brand name Bambi. The other brands in Fem’s portfolio include Oxybleach cream, Botanica anti-aging cream, Stratum colour protecting hair conditioners and Saka Men’s Bleach.

Dabur India had earlier acquired 72.15 per cent of Fem for Rs 203.7 crore in an all-cash deal. After obtaining the regulatory approvals, Dabur acquired an additional 20 per cent stake for Rs 54 crore through an open offer. With the completion of the transaction, Fem Care Pharma became a subsidiary of Dabur India.

As of now, including Grey India as it new agency, Dabur’s other roster agencies include Ogilvy, Lowe, McCann Erickson, Mudra, Contract, TBWA, Bates141, and Law & Kenneth.

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