Flashed Yesterday: Jyothy Laboratories moves Henkel’s media biz

DDB Mudra Max and Lintas Media Group get the business. The move comes in the wake of Jyothy’s acquisition of Henkel in 2011

Flashed Yesterday: Jyothy Laboratories moves Henkel’s media biz

In a multi-agency pitch for the newly acquired portfolio of Henkel, Jyothy Laboratories Ltd. has awarded the media buying responsibility of Henkel brands to Lintas Media Group. DDB Mudra Max has won the planning mandate for the business.

Confirming the development to exchange4media, K Raghavendra, General Manager, Marketing Services, Jyothy Laboratories said, “We are very please to extend our relation with Lintas Media Group and DDB Mudra Max and we look forward to a mutually beneficial association.”

Prior to this, the media buying for Jyothy Laboratories was being handled by Lintas Media Group and Mudra was handling the planning. Henkel on the other hand was with OMD India. Put together, the account is estimated to be around Rs 150 crores.

In a prepared statement, LMG’s Suresh Balakrishna, said “We are extremely delighted to have won the Henkel business. We have constantly delivered on the Jyothy Laboratries brands and therefore, this new win not only encourages us, but also spurs us on to deliver better business solutions to our clients at optimal costs.”

N P Sathyamurthy, President & Head, Media, DDB Mudra Max said, “We are very glad to partner Jyothy Laboratories Group in their growth trajectory.”

From Lintas, the business pitch was led by the newly-elevated COO, Premjeet Sodhi. Sodhi said, “The science that we bring to the process of buying, negotiation, optimization and evaluation with the help of some of our unique proprietary tools, has made our product truly cutting-edge. We are happy that Jyothy Laboratories has recognized this and this win will ensure that we continuously strive to deliver a better media product to our clients, year after year.”

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