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INCommunication Advertising bags Aquawhite account

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INCommunication Advertising bags Aquawhite account

INCommunications Advertising has bagged the account of Whitening Expression Laboratories Pvt Ltd, a Delhi-based company pioneering the production and launch of a series of teeth whitening product range. The business mandate involves both creatives and media buying.

Whitening Expression’s production range is spearheaded by its umbrella brand Aquawhite, a whitening gel, which will be launched soon. The product range, spurred by rapidly changing lifestyles and image-conscious SEC A and B category TG, is in demand in the country. However, so far consumers have had to depend on irregular imports and the grey market.

INCommunications Advertising will be creating the communications for Aquawhite’s launch, which is expected within the next fortnight.

Nikhil Nanda, Director, Whitening Expression Laboratories, said, “We foresee Aquawhite is a market leader and big brand by next year and ensure that it happens. We were looking for a communications partner who could understand our brand and its requirements completely. We preferred INC over other competing agencies because it displayed comprehensive understanding of our brand, reflected in its strong marketing strategy.”

Charu Bakshi, Chief Creative Officer, INC, said, “Our strategy was highly practical and clutter breaking, specially the launch strategy.” Bakshi, with her previous experience in oral products from SmithKline Beecham, has a clear vision for the product category, its first launch as well as for the client company itself.

“The communication mix primarily encompasses press, radio, below-the-line activities like events and in-shop promotions, including a mega launch show,” she added.

Watch this space for the launch and announcement of a Bollywood star as its brand ambassador in the near future.


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Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.