Marico has announced the appointment of its new creative agency, McCann Erickson, and has adopted a two-agency structure with Ambience to retain existing brands. An official communiqué states that the appointment was made following a multi-agency creative pitch for three of Marico’s brands, Saffola, Shanti Amla and Mediker. The combined size of the accounts is approximately Rs. 20 crore.
Saugata Gupta, Head of Marketing, Marico Industries elaborates, “We wanted a two agency structure which would help give focus to our brands and also provide critical mass to our agencies in terms of win-win business opportunities.”
Gupta also states that Marico has set its sights on fresh advertising and creative inputs, “We needed disruption in terms of leveraging powerful consumer insights into creative execution, which is why we invited a multi-agency pitch. Given our aspirations for our brands, we saw an ideal fit with what McCann brought to the table.”
Ambience Publicis will continue to handle the entire Parachute franchise and Hair & Care brand.