Close at the heels of the creative pitch, comes the news of Marico’s media pitch. The FMCG major is in the process of inviting agencies for its Rs 35-crore media account.
Marico portfolio includes popular brands like Parachute, Saffola, Sweekar, Hair & Care, Shanti, Mediker, Oil of Malabar, Mealmaker, Sil, Revive and Sundari. Till date, Mediacom is serving as the AOR for all of Marico’s existing brands. While details of the pitch are still under wraps, sources reveal, incumbent Mediacom and Group M are in fray with two other leading agencies.
Marico was splashed all over the media scene, after it consolidated the creative accounts of three of its lead brands, cooking oil Saffola, Shanta Amla hair oil and therapeutic hair formulation Mediker with McCann Erickson India, last month. Among others to pitch in for the account, were ad-biggies like Rediffusion DY&R, Contract Advertising and Lowe (which turned up only for Saffola).
Prior to the development, Marico’s creative map included Ambience Publicis, which handled the flagship brand Parachute and Hair & Care, Grey Worldwide, working for Saffola, Orchard Advertising for Shanti Amla and Triton Communications, taking care of Mediker.
Marico’s platter of nature care products that account for 52 per cent of the company’s revenue in the last financial year, aim at enhancing the appeal and nourishment of hair and skin. The healthcare section, contributing to 36 per cent revenue in the last fiscal focuses on healthy living with products like, refined oils, tamarind sauce etc. The range of other consumables met the remaining 12 per cent.
With its manufacturing units based in Kanjikode in Kerala, Goa, Jalgaon, Saswad in Maharashtra and Pondichery, the group carries out operations in Bangladesh as well. Marico’s export territory rings in different destinations in South Asia and the Middle East.