Karnataka Soaps & Detergent Ltd, which manufactures popular soap brands like Mysore Sandal Soap and Mysore Sandal Herbal Care, is set to launch a new turmeric soap brand ‘Wave’. The creative and the media duties of the same have been assigned to Bangalore-headquartered TCG Communications.
TCG’s Bangalore branch would service the client while the Chennai branch will be handling the creative.
Narayanan G Vincent, Brach Head and Creative Director, TCG Communications, Chennai, confirmed the development. Narayanan refused to divulge account size, but said that it was worth a few crores. “We understood the brand very well and the client found our creative presentation far superior than the others,” he added.
Wave would be initially launched in Andhra Pradesh on September 15. Subsequently, Karnataka Soaps & Detergent Ltd is planning to take it to Karnataka and Kerala. Wave is targetted at women in the age group of 18-30 years.
The media mix would be 70 per cent audio-visual media and the remaining would be BTL and print. “We are looking at organising a lot of events and conducting on-ground activities across the state. Keeping the three Fs in mind -- F for freshness, fairness and fragrance -- we have positioned ‘Wave’ as a soap with the ‘three F’ factor,” Narayanan said.
Wipro is the other existing player in the turmeric soap market with its Santoor brand.