Lotus Herbals which had called for a creative pitch in the month of February has chosen Law & Kenneth’s Brand Design as its creative AOR for current year. Other agencies that participated in the pitch process were McCann-Erickson and Grey. Saints&Warriors is the incumbent agency on the account.
It is after a long time that Lotus Herbals is marketing itself aggressively through various channels, though the company has been around in India for quite some time. Having presence in about 20 countries across the world, it now plans to grow in the South-East Asian markets and has thus partnered with IIFA to boost brand visibility. This is the first time the brand has partnered with a property like IIFA. Explaining the reason, Nitin Passi, Director, Lotus Herbals, says, “IIFA is a good platform and appeals to a larger target market. We already have presence in many countries and now plan to grow in the south-east Asian region, partnership with IIFA is in sync with those plans.”
Commercial created by Law&Kenneth for brand’s association with IIFA is already on air and the campaign will run till the end of this week. IIFA association is third campaign by the brand this year, the earlier ones being commercials for its Skin Glow and Sun Block products. Both the commercials are on air currently. The company has also fortified its digital presence and has hired Bangalore based company called Puretech to handle its digital duties. “We are expanding our base, our reach, our outlets, so there is expansion at every front. Thus we need to raise voice to get that mindshare in the market,” added Nitin.
For the record, Lotus Herbals had assigned its Media duties to Vizeum India to plan the media strategy for the brand this year.