VLCC to focus on TV; gets JWT on board

VLCC, a print focused brand for years, will now spend half of its marketing budgets on TV; the company has chosen JWT India as its creative partner

e4m by Deepika Bhardwaj
Updated: Apr 11, 2012 3:06 PM
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, vlccwellness.com. 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.

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