PerceptH has been assigned the creative duties of the detergent powder brands of Fena Pvt Ltd that includes Fena, NIP, Para and Impact. Fena is also planning to venture into household and personal care products and would be launching shampoos, soaps and floor cleaners over the next three months. PerceptH will be handling the advertising for these soon-to-be-launched brands as well. The account size has been pegged at upwards of Rs 12 crore. Triton is the incumbent agency for the detergent powder brands. Alliance Media is handling the media duties.
Amit Gupta, GM-Marketing, Fena Pvt Ltd, has confirmed the development.
Reacting to the account win, Amitava Mitra, Senior VP, PerceptH, said, “They appointed us based on the superior understanding of women in India and their habits and usage patterns. Our creative work was highly appreciated in the pitch. We had clear understanding of the consumer and the competition. We found a key differentiator in each of the products, translating that into great creative ideas. This was the key to our winning the business.”
Mitra further said, “We will be upgrading the packaging and designing all these products. We will be doing print, TV, promotions, below the line activities as well as product demonstrations. We are targeting women as the target audience.”