Gauging the effervescence in the personal care expenditure, the wellness major VLCC is firing on all cylinders to tap the beauty conscious gentry. After having awarded creative duties to Ogilvy & Mather, the beauty and health brand has now delegated its effective marketing business and CRM initiatives to Media Contacts and 141 Sercon respectively. The account size has now risen up from Rs 10 crore to Rs 30 crore.
Media Contacts, the global interactive media network of Havas Digital will deliver effective marketing insights across digital media. While the CRM initiatives for VLCC will be managed by 141 Sercon. Which is a WPP group company, specialising in below-the-line marketing services.
The size of the entire business delegated to three agencies is reported to the tune of Rs 30 crore.
As reported by exchange4media earlier, Ogilvy & Mather (O&M) was appointed as the creative agency for the entire range of VLCC business in India for Rs 10 crore. Which include slimming and beauty services, day spas, beauty and nutrition training institutes, VLCC nutri-diet clinics, VLCC personal care line of skin, body and hair.
In the Middle East, including UAE, Bahrain and Oman, VLCC’s creative duties are being handled by PanGulf, Dubai's integrated marketing communications group.
Sandeep Ahuja, Managing Director, VLCC Health Care Ltd., said, “VLCC is a brand with tremendous momentum and we are committed to strengthening its leadership position in the wellness domain. The appointment of O&M and other agencies in the areas of CRM and internet market is in keeping with the VLCC Group’s target of achieving superlative growth in the next two years in India and overseas through a finely tuned focus on R&D, customer delight and best-in-class marketing initiatives. ”
The move by VLCC to ramp up its marketing initiatives for the Indian and Middle East markets is in keeping with its target of accelerated growth in the next 2 years. The wellness brand has significantly increased its marketing and advertising budgets for the current fiscal by over 40 per cent, an excess of Rs 75 crores.