Following a multi-agency pitch, HLL Lifecare Ltd (formerly Hindustan Latex Ltd) has awarded the creative duties of condom brand Moods to RK Swamy BBDO, while Publicis Ambience will handle oral contraceptive pill brand Saheli.
Confirming the news to exchange4media, Keraleeyan, AGM, Product Management, HLL Lifecare Ltd, said, “We have finalised the creative partners for two of our brands. RK Swamy BBDO will handle the creatives of Moods, while Publicis Ambience will handle Saheli.”
Keraleeyan pegged the total ad spend for Moods in the region of Rs 3.5-4 crore. The company has set aside an advertising budget of Rs 2-2.5 crore for Saheli.
The media pitch for both the brands is currently underway and the company is expected to finalise its media partner in 10 days’ time. Keraleeyan said that a detailed media plan would be worked out after finalising the media agency and added that it was too early to discuss the media mix now. He, however, said that Moods had been television-driven predominantly. “We will mull over the entire media strategy after finalising the media agency,” he added.
For the record, HLL Lifecare had called for a pitch in August 2009, and nearly 12 agencies had battled it out for account.