Following a multi-agency pitch, HLL Lifecare Ltd (formerly Hindustan Latex Ltd) has appointed Lintas Media Group as its media AOR for the entire product portfolio, including Moods, oral contraceptive pill brand Saheli, Crezendo, and Preventol, among others. The total ad spend is pegged at Rs 8-10 crore.
Confirming the development to exchange4media, Keraleeyan, AGM - Product Management, HLL Lifecare Ltd, said that they had asked the associate media agencies of the creative agencies that had pitched for the account in August 2009 to send in their proposals, which were subsequently evaluated.
On choosing LMG, he said, “We have chosen LMG as we found the commercial proposal they presented very attractive. There was one more agency, which matched the commercial proposal, but on other parameters LMG scored over the other agency.”
Reacting to the win, GV Vijay Kumar, Associate Vice-President, Lintas Media Group, said, “I am really excited to have won the AOR of HLL Lifecare Ltd. Especially to win such a large account in the Chennai market in a year of ups and downs has really boosted our morale. Though we have been handling the Moods brand ever since its re-launch seven years back, now to be given all the brands of HLL speaks volumes about our planning and buying strengths.”
It may be recalled that HLL Lifecare Ltd had earlier awarded the creative duties of condom brand Moods to RK Swamy BBDO, while Publicis Ambience was roped in to handle oral contraceptive pill brand Saheli.
Moods falls into to RK Swamy BBDO’s kitty; Publicis Ambience bags Saheli