Rediffusion DYR Bangalore has won the creative duties of Jyothy Laboratories’ mosquito repellent brand Maxo following a competitive pitch. The size of the business is estimated to be around Rs 11 crore. The others in the fray for the pitch included Mudra Communications, Equus Red Cell, and Situations, besides Rediffusion DYR. The incumbent agency is Situations.
On choosing Rediffusion DYR, K Raghavendra, AGM-Marketing Services, Jyothy Laboratories Ltd, said, “Rediffusion’s fresh perspective on the category and the novelty in its creative expression excited us to choose the agency as our partner. We are confident that with the expertise Rediffusion has in the FMCG category, and the strategic bandwidth they offer, they will be a great support in meeting our desired business objective.”
Commenting on the win, Minakshi Achan, EVP & ECD, Rediffusion DYR South, said, “Jyothy Laboratories as an organisation has great respect and appreciation for creative work. We are excited at the prospect of partnering them in building the brand Maxo and look forward to a long and meaningful relationship with them.”
On being chosen to partner Jyothy Laboratories in its quest to build the brand, Paritosh Srivastava, Business Head & Branch Manager, Rediffusion DYR, Bangalore, said, “A powerful idea that would reposition the brand in the category, coupled with fresh and compelling creative in a cluttered space, did the magic for us.”
Jyothy Laboratories Ltd has an annual turnover of Rs 400 crore and has brands like Ujala, Maxo, Exo and Maya in its portfolio.