FMCG company, Marico will now have BBH as the creative partner for five of its brands -- Parachute Therapie Hair Fall Solution, Parachute Advansed After Shower, Parachute Advansed Starz, Nihar Naturals and Mediker.
The advertising budget for these brands, according to industry sources is estimated to be around Rs 40 crore. Marico's advertising lays emphasis on traditional media -- television, print and radio. Besides, the company and its brands occasionally utilise OOH and other media, in accordance with their media plans.
Sameer Satpathy, head - marketing, Marico has re-aligned its brand portfolio to drive strategic convergence and to maximise value. BBH was recently launched in India with three managing partners - Priti Nair, Partha Sinha and Subhash Kamath - and in a short period of time, it has already put together a core team into place.
Apart from these two agencies, some of the agencies that have been associated with Marico in the past include Bates 141 (then Bates Enterprise), Grey Worldwide, Alok Nanda & Company and SSC&B Lintas (now rechristened to Pickle Advertising).