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MPG Mumbai adds Rs 15-plus crore She Comfort biz to its kitty

14-April-2010
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MPG Mumbai adds Rs 15-plus crore She Comfort biz to its kitty

MPG Mumbai has been assigned the media mandate for She Comfort, one of the leading brands in sanitary napkins. The account size is estimated at upwards of Rs 15 crore. Mudra Connext is the incumbent agency. The creative duties are being handled by The Parish.

Commenting on the development, Rakesh Kaul, Director, She Comfort, said, “At She Comfort, we have been fighting convention – the conventional strategy and the conventional approach to creative, and even the conventional approach to selecting media. While we found our strategy and creative partner in The Parish a few months ago, the media partnership took a little longer. In MPG, we have a partner that understands the importance of unconventional thinking, just the way we do.”

“She Comfort is at an interesting phase of its evolution. As we transit from a print only and some OOH strategy, MPG will have an interesting role to play in the next few months,” Kaul added.

Manoj Malkani, VP, MPG Mumbai, added here, “MPG has seen clear potential in Royal Hygiene, as the penetration of the category is very low and gives immense opportunity to invent and create a difference in the category, with the varied product quality and range. Kaul had appreciated our approach and the tools used to achieve the desired results for the brand.”

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