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Friday, Feb 27, 2004

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McCann Erickson is creative agency for 3 Marico brands

Our Bureau

Mumbai , Feb. 26

MARICO Industries, makers of Parachute, Saffola and Revive, today announced the appointment of the new creative agency, McCann Erickson India.

McCann Erickson was appointed, following a multi-agency creative pitch, to handle the strategy and creative advertising accounts of three of Marico's lead brands— Saffola, Shanti Amla and Mediker. The combined size of the accounts is in the vicinity of Rs 20 crore.

Marcio has decided to consolidate its advertising business with two agencies. Mr Saugata Gupta, Head of Marketing, Marico Industries, elaborated, "We wanted a two-agency structure which would help give focus to our brands and would also provide critical mass to our agencies in terms of win-win business opportunities."

Mr Gupta said that Marico has set its sights on fresh advertising and creative inputs while calling the pitch. "We needed disruption in terms of leveraging powerful consumer insights into creative execution, which is why we invited a multi-agency pitch. Given our aspirations for our brands, we saw an ideal fit with what McCann brought to the table."

Ambience Publicis will continue to handle the entire Parachute franchise and Hair & Care brand.

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