One month after the formal launch of its operations in Chennai, Dentsu Communications has won the advertising duties of the Hindustan Latex’s soon-to-be-launched contraceptive for women, following a multi agency pitch. Besides Dentsu, FCB-Ulka, Grey Worldwide, Rediffusion DY&R, TBWA, and Hakuhodo Percept were among the 13 agencies that took part in the pitch. Sources close to the development pegged the account size upwards of Rs 10 crore.
Attempts at eliciting a comment from Hindustan Latex Ltd or the agency did not yield any result at the time of filing the story.
The pitch for the business was called in February, 2007 and 20 agencies participated in the initial presentation. Among them, 13 agencies were short-listed for the final presentation.
Hindustan Latex manufactures and markets the widest range of contraceptives, including female condoms, intra-uterine devices, oral contraceptive pills - steroidal, non-steroidal and emergency contraceptive pills; contraceptive cream, and tubal rings.
The prophylactics major, which already has Confidom, the only women-initiated barrier-method of contraception and preventive healthcare, is launching the economical version of the same brand, according to sources.
The agency on board -- Dentsu -- would be expected to launch the new product, create an effective communication campaign to build the market acceptance for the new product and ensure results in the area of market growth and development.
Hindustan Latex calls for creative pitch for new product, account size pegged at 10 cr