Top Story


Home >> Marketing >> Article

VLCC to focus on TV; gets JWT on board

Font Size   16
VLCC to focus on TV; gets JWT on board

Growing at a CAGR of 25 per cent and bullish on expanding in the national and international markets, VLCC Healthcare has awarded its creative portfolio to JWT India. The business will be handled by the agency’s Delhi branch. M&C Saatchi is the incumbent on the account.

The news has been confirmed to exchange4media from senior sources in the agency on conditions of anonymity. The agency will handle all three business of the group including VLCC beauty and wellness centres, VLCC personal care products and VLCC institutes.

In an interaction with exchange4media, Sandeep Ahuja, Managing Director, VLCC confirmed that the company has been looking for fresh ideas but did not reveal the name of the new agency on board.

VLCC has traditionally been promoting its products and services through print media. The company forayed into the television medium last year with a campaign for its anti-pollution range. Upbeat with the performance of the campaign and the demand for its personal care products in the market, the company is contemplating a larger pie for television this year, including higher spends on digital.

Sharing details on the marketing strategy, Ahuja said, “With presence in 105 cities and footprint across the country, mass medium like television makes much more sense for us than it did five years ago. Half of our media spends that used to go in print earlier will now be focussed towards television. We are also looking at investing heavily in the digital medium and have kept aside 10-15 per cent of our budget towards it.”

It is estimated that VLCC spends close to Rs 45-50 crore annually on its marketing activities which parks the digital marketing figures at Rs 4-5 crore. Citing the rationale for the huge investment in digital medium, Ahuja shared, “It is very important for us to be connected to our consumers through this medium as most of our TG is here. The medium would help us promote all our services through one platform, maintain our reputation online by engaging with our clients and also initiate e-commerce activities to sell our products online.”

Though the plans to initiate e-commerce activities are still under consideration, the company has already hired social media agency, Media Redefined, for its social media duties and online reputation management. All the business verticals have been consolidated on a single online platform called, MPG handles the media duties for the brand and the consolidation of different websites has been done by Havas. “With a consolidated presence we aim to move forward with greater strength in this space,” concluded Ahuja.

For the record, recent media reports state that the company is planning to invest Rs 100 crore this fiscal year to expand in Indian as well as international markets. It currently has presence in 300 locations across 109 cities in nine countries namely, India, UAE, Oman, Bahrain, Qatar, Kuwait, Sri Lanka, Bangladesh and Nepal.


Siddharth Kumar Tewary, Founder, Chief Creative, One Life Studios and Swastik Productions, on owning the IP on his most ambitious project 'Porus,' the risk of recovering its cost and his distribution strategy

Webscale plans to build the brand around smooth operations for the e-commerce sector and then move on to demand generation

Shriya Ghate, Business Head, Tinkle, spills the beans on the company's vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more

Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face

Luis Fonsi, Rita Ora, Jain of Makeba fame , Dimitri Vegas, Jason Derulo, Charly Black and Dasu, J Balvin, Parineeti Chopra, Tiger & Jackie Shroff speak exclusively to the radio channel

The Film-Maker, as the host of ‘Calling Karan’, Will Be Just A Phone Call Away From Listeners Seeking Advice On Love & Relationship

The group aims to double its FMCG turnover to Rs. 1,000 crore over four years.