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TBWA to handle creative duties of Fa

The agency, which also handles Jyothy Labs’ Pril brand, was given the business without any pitch process

Ananya Saha | Delhi | March 23, 2012

Jyothy Labs has given the creative mandate for its deodorant brand Fa to TBWA. There was no pitch for the business. Previously, DDB Mudra was handling the Fa portfolio.

K Raghavendra, GM- Marketing Services, Jyothy Laboratories, said, “We are happy with our association with TBWA on our brand Pril. On the basis of this, we are happy to have TBWA work with us on F also.”

In the wake of the restructuring plan following Jyothy Labs’ acquisition of Henkel India in 2011, the company had announced that it would be reviewing the creative agencies for most of its brands. TBWA had managed to retain Pril, the dishwashing brand.

Nirmalaya Sen, Managing Director, TBWA, said, “We are in the process of discussing and developing the way forward for Fa deodorant.” Apart from creative communication, TBWA will also be engaged in managing different engagement programmes for Fa, including consulting and marketing, he informed.

Both the agency and the company are tight-lipped about the size of the business.

In March 2011, Jyothy Labs had snapped up Henkel AG and Co KGaA’s 50.97 per cent stake in its Indian unit for Rs142.9 crore. The three-brand company added six new brands to its stable: Henko, Mr White, Fa, Pril, Margo and Neem.

Recently, Jyothy Labs had awarded its media planning mandate to DDB Mudra Max and media buying to Lintas Media Group.

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