The creative duties for Cuticura (talcum powder and deodorant), belonging to Kerala-based Cholayil Group, has moved to Rediffusion DY&R, Chennai following a multi-agency pitch. The size of the business has been pegged in the region of Rs 5 crore. The incumbent agency is Brand David.
Cuticura, an 80-plus year old brand, was re-launched by Dorcas Market Makers in 2002. The shift in agency is part of the Group’s larger plan, wherein it is looking at advertising in a bigger way than its current approach.
Several attempts to get in touch with the officials at Dorcas Market Makers, the marketing arm of Cholayil Group, yielded no result.
Cholayil Group has been practicing Ayurveda as the ultimate holistic health care system for several generations. The Group had acquired the Cuticura brand from Muller & Phipps sometime in 2001. It is learnt that the company has aggressive plans up its sleeves to market Cuticura, whose presence till now is largely restricted to South India. In fact, it is among one of the popular talcum powder brands in Kerala.
Recently, Cholayil had re-launched their flagship brand Medimix, which is a popular soap brand in South India. Medimix adopted a new packaging after 36 years. The aim is to appeal to the younger generation.
The company has various products in the ayurveda/herbal care, personal care, health and wellness category. It has plans to launch products in other categories as well. Apart from the talcum powder, Cholayil also markets deodorants under the Cuticura brand name. The talc comes in two fragrances – Cuticura Original and Lavender Mist.