The tension might have begun even when Lodestar bagged the L’oreal account but the change was in the pipeline for sometime. Given its international alliance with Mediaedge:cia, Henkel India has decided to move its media duties from Lodestar to Mediaedge:cia in India as well. The creative duties continue to be with FCB Ulka. The account is pegged in the region of Rs 15 to 20 crore.
Confirming the development, Shubha George, MD, “We are delighted to partner Henkel in India. We have a strong relationship in many countries across the world and we are happy to make progress in India as well. We look forward to partnering their growth plans in India.”
The portfolio includes Henkel’s laundry and cosmetics brands available in India.