Creativeland Asia bags two new accounts

Creativeland Asia has acquired two new accounts – Medimix ayurvedic soap and Cuticura talcum powder from the Cholayil Group. The agency, headed by Sajjan Raj Kurup, will be taking over the creative mandate for both the brands from incumbent agency Grey Worldwide, after winning a a multi-agency pitch.

Kurup believes it will be a challenge for the agency to make the brand presence stronger in the North since Mediamix and Cuticura already have a huge presence in the South.

In 2003, the Medimix ayurvedic soap account had moved to Grey, which was previously handled by Chennai-based Fountainhead Communications.

In 2006, the Cholayil Group entered newer product categories in the skincare segment by introducing brand extensions of both Medimix and Cuticura. The company has also launched a glycerine variant of the Medimix soap for dry skin in the Northern and Eastern markets. As for Cuticura, it is available largely in the Southern region and in select retail stores in Mumbai, Delhi and Kolkata.

The size of the business is estimated to be Rs10-12 crore.

Cholayil now plans to expand the regions in which Medimix and Cuticura are available. Cuticura has a presence in the Kerala market and Cholayil has plans to first increase its presence in the Southern markets of Karnataka, Andhra Pradesh and Tamil Nadu before moving further to other markets.