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Marico launches its first ever corporate campaign – ‘Uncommon Sense’

26-January-2006
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Marico launches its first ever corporate campaign – ‘Uncommon Sense’

FMCG major Marico Ltd has launched its first ever corporate advertisement campaign, which highlights the uncommon sense in its approach and serves as an invitation for the best talent to join Marico in its future growth journey.

Titled ‘Uncommon Sense’, the ad campaign has been created by Bates India and is based on the insight that it is the unique paths taken by the firm in manufacturing, marketing and employee management that has been critical in establishing as the one of the leading FMCG companies of India. The campaign is probably the first by an FMCG company focused towards attracting and enhancing talent.

“Marico’s journey into the league of top FMCG companies in the country has been tremendous. It is probably the youngest company in the peer group and yet one that has achieved a lot in that short time. Also its abilities as a wonderful place to work for and as a career custodian are under-leveraged gap which we can use to attract talent,” said Harsh Mariwala, Chairman and Managing Director, Marico Ltd, on the need for the campaign.

He added that like its journey in the past, Marico believed that its future ambitions would be scaled by talented individuals with the zest for entrepreneurship and desire for growth. These two factors form the premise for the campaign.

The commercial features one of Marico’s own brand managers. “We realised that the passion with which people drive business is very unique to Marico and that only an employee can bring alive the fire and passion that was required in the film,” said Subhash Kamat, CEO of Bates, “When we screen tested Aparna Roy, a Brand Manager at Marico with other models, we found her to be vastly better than others, simply because of the Marico spark that she brought to the film.”

Marico has set itself the objective of doubling its turnover to Rs 2,000 crore in the next four years. It has been aggressive on growth on existing brands as well as new product initiatives and businesses like Kaya Skin Clinic, etc. At its core, as the company states, is still a warm, participative and open culture, making it amongst the best rated companies to work for.

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