Dabur ropes in Meridian Communications and Pickle Advertising

FMCG major Dabur has roped in Meridian Communications and Pickle Advertising for three of its brands.

Pickle, Lowe's second agency, will handle two brands in the hair care segment -- Vatika root strengthening and henna cream conditioning shampoos; while Meridian, Ogilvy's second agency, has been entrusted with the duties for a new brand -- Total Protect, a health shampoo.

Total Protect has been launched in three regions -- north, east and west. Test marketing is on in the south after which the product will hit the shelves this month. Research and test marketing took place six months back in West Bengal.

As Ogilvy and Lowe are already handling other competitive brands, their respective second agencies were awarded Dabur's businesses.

Contract was the creative agency for the Vatika portfolio since 2005, beginning with the anti-dandruff shampoo business. Then Contract won the creative duties for the henna cream conditioning and root strengthening shampoos. The agency continues to handle Vatika anti-dandruff shampoo for Dabur.

Apart from bringing on agencies for its shampoo business, Dabur has also called for a pitch for the company's recently acquired brand, Fem, from Fem Care Pharma. The brand is present in the fairness bleach, hair removal cream and liquid soap categories.

Fem Care Pharma also markets a range of fabric softeners and stain removers under the Bambi brand. The other brands in Fem's portfolio include Oxybleach cream, Botanica anti-aging cream, Stratum colour protecting hair conditioners and SAKA men's bleach.

Dabur's roster agencies include Ogilvy, Lowe, McCann Erickson, Mudra, Contract, TBWA and Law & Kenneth.