Sumedha Srivastav - Televisionpoint.com | Mumbai OMD India has won the media planning and buying duties of Chennai-based Henkel India, following a four-month-long multi-agency pitch for the account, which is valued at roughly Rs 30 crore in annualized billing.
GroupM's Mediaedge:cia is the incumbent agency on the account. Interpublic Group agency Interface Communications has serviced the business for five years, prior to Mediaedge:cia.
An senior OMD India official says, "OMD has acquired the AOR for all the 22-odd Henkel brands, across all media including television, print, radio, outdoor etc. The agency has managed holding its own in a huge but meticulous pitch that started way back in May 2009."
It is learnt that the pitch was three-tiered, starting with a normal credentials presentation by all three agencies. However, the pitch got progressively tougher - in phase two, all three contenders were given case studies of five Henkel brands. Interestingly, the agencies had to go through a third round of presentations also.
The creative duties of Henkel India are being handled by Mudra Communications, TBWA India and Interface. Mudra handles Henkel's laundry brands in India, while TBWA takes care of Henkel's home care brands.
In January this year, Henkel India, a 51 per cent subsidiary of German consumer products company Henkel KGaA, had decided to divest its non-core regional brands. Henkel wants to prune its portfolio to focus on flagship brands Henko and Mr White (both laundry care brands), Pril dishwasher, Margo soap and Fa deodorants.
While brands like Margo have strong equity in regional pockets, Henko, Pril and Fa compete directly with brands from consumer goods giants Hindustan Unilever and P&G. The company recently put some of its regional brands Moloy sandalwood soap, Mahabhringol hair oil and Tuhina skin care for sale.
Other brands in Henkel India's portfolio include Neem toothpaste and hair care brands Igora, Bonacure, Glatt and Palette. In addition to deodorants, the Fa franchise includes soap, talcs, shaving cream and after-shave lotion. In addition, Henkel had introduced Bref surface cleaners last year.
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