CavinKare Pvt Ltd has assigned the creative duties of its fruit drink brand 'Maa' to Bates 141 Chennai. The fruit drink will be re-launched next month. CavinKare had forayed into the fruit beverage market in 2008 through the acquisition of a Tamil Nadu-based fruit drink brand 'Maa'.
Currently, Maa's range includes four flavours – mango, pineapple, apple and guava – and is present in Tamil Nadu, Kerala, Karnataka and Andhra Pradesh.
The agency already handles the creative duties of CavinKare's hair care division that includes brands like Chik, Meera and Nyle Shampoos. Mediaedge:cia is the media agency for CavinKare's FMCG brand.
Regarding the communication plan, the brand will focus more on a marketing-driven exercise and the advertising will be more inclined towards television.
CavinKare has different creative agencies on its roster to handle different portfolio businesses. These include: G3, a part of Grey Worldwide, which is handling Fairever and its hair colour range; Rubecon, which handles the perfumes, talcs and foods division business; and Bates 141, which handles the hair care business and now fruit juice brand Maa.
With revenues of more than Rs 500 crore, CavinKare has established a firm foothold in the national market, aided with consumer needs and several strong brands.