The Rs 600-crore organised baby care segment, long dominated by names like Johnson & Johnson, has a new player. Marico Ltd has recently launched its baby care range under the ‘Sparsh’ brand name. The company had launched Sparsh baby oil in the South some time back, and now it is launching its products nationally.
Marico has forayed into the segment with baby oil and baby soap. Successfully prototyped and launched in South India, Sparsh baby oil claims to be enriched with the natural goodness of tulsi, turmeric, coconut oil and Vitamins D & E.
R Chandra Seker, Category Head, Marico Ltd, said, “The advertising and promotion initiatives would be a mix of schemes and testimonial advertisements, apart from influential programmes and retail plans that have been thought of.”
Chandra Seker, who is upbeat about the baby care segment, added, “This segment has been long dominated by a single player. More players entering the segment will stir the competition and would be welcomed.”
To help communicate better with its target audience Sparsh has roped in leading actress Simran, a mother herself, for the South India launch and helped the audience there connect with the brand. The success of the communication with Simran, helped set direction for the national advertising for the brand and hence, Sonali Bendre, a popular actress, who became a mother recently, has been roped in for the national launch of the brand.
While McCann Erickson is the creative agency for Sparsh, Madison is handling its media duties.