Dabur has appointed Bates 141 and Law & Kenneth as creative partners for two of its brands – Oxybleach (for women) and Saka Men’s Bleach – respectively. Industry sources have pegged the combined account size at upwards of Rs 20 crore. Adbur is Dabur’s in-house media agency on the account.
A multi-agency pitch for the two brands took place in November, which saw the participation of several creative agencies, besides Dabur’s existing agencies. There were two rounds of presentation that took place.
It is a 360-degree account involving print, TV, OOH, the Internet and BTL activities. The campaigns will break in January 2010.
Both Oxybleach and Saka are part of the Fem portfolio, the brand Dabur acquired recently. The other brands in Fem’s portfolio include Botanica anti-aging cream and Stratum colour protecting hair conditioners, for which Dabur has called for a pitch.