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Publicis, Delhi bags creative duties of Daawat Basmati Rice and Guardian Lifecare

Publicis, Delhi bags creative duties of Daawat Basmati Rice and Guardian Lifecare

Author | Pallavi Goorha | Monday, Jun 05,2006 6:57 AM

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Publicis, Delhi bags creative duties of Daawat Basmati Rice and Guardian Lifecare

Publicis Delhi has won the creative duties of LT Overseas’ Daawat Basmati Rice and Guardian Lifecare Pvt Ltd. The size of the business for both of these accounts has been pegged at Rs 8-9 crore. While Brand Curry was the incumbent agency for Daawat Basmati Rice, Equus was the incumbent agency for Guardian Lifecare.

Reacting to the new account wins, Publicis India, Vice-President, Sandeep Madan, said, “We are happy to have been entrusted the communication duties for these clients. We are responsible for all the communication needs for LT Overseas’ corporate brand and Daawat Basmati Rice for both Indian and international markets. We will be focussing mainly on TV as our primary target audience is housewives, with focussed print activity.”

The Rs 80-crore LT Overseas Ltd is now retailing its broken rice brands in consumer packs. The company exports its flagship ‘Daawat’ basmati rice to 40 countries, with Saudi Arabia being its main market as it absorbs nearly 60 per cent of its total exports.

Madan further said, “Another business that Publicis India won is that of Guardian Lifecare, which is a health and pharmacy company operating through 51 exclusive retail stores in northern India. We will be developing the mother brand positioning for Guardian and partnering the client to develop category extensions. With a phased rollout of the 360-degree campaign, this is quite an exciting assignment for us.”

Guardian Lifecare is a neighbourhood pharmacy providing healthcare and beauty products. It recently entered into an exclusive association with General Nutrition Center (GNC), world’s leading provider of wellness products, food supplements and vitamins. All Guardian pharmacy stores will now market GNC products as well. GNC has more than 4,800 retail locations throughout the US and over 800 locations in more than 35 foreign markets, including Canada and Mexico.

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