The Hindu Business Line : Contract replaces Everest for LG Care creatives

LG Care, which recently launched products under seven FMCG categories in India, has chosen Contract Advertising to handle its creative duties, thus replacing Everest Integrated Communications, an arm of Rediffusion DY&R, which was chosen for the same job only in January this year.

A dedicated Contract team of 16 members, headed by Ms Meera Sharath Chandra, will handle the creatives from Chennai. There will be two creative directors apart from Ms Sharath Chandra; the team will also include staff for account handling, brand strategy and planning.

The shift was effected as LG Care wanted a dedicated team that will perform an umbrella of functions, and which will take to the challenge of promoting an FMCG business with "much more commitment," said Mr Vijay R. Singh, Managing Director, India Household & Healthcare, which markets LG Care's products in India.

Contract, it was reported in the media, was part of a closely-contested pitch for LG Care's creatives. Eventually, the job was awarded to Everest earlier this year.

The Contract team, which took over three days ago, has been given the mandate of building an "umbrella branding proposition" for LG Care, Mr Singh said.

Media Planning Group handles the company's media planning and buying functions.

LG Care has launched its range of toothpastes, shampoos, soaps, detergents, diapers, cleaners and hairstyling products in key markets of Andhra Pradesh, Maharashtra and Tamil Nadu. The company, which is planning a pan-India launch in three months, has allocated Rs 30 crore for marketing initiatives.

More Stories on : Advertising | Consumer Electronics

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page

Stories in this Section
Coke plans to reach more villages

Contract replaces Everest for LG Care creatives

Nestle signs Preity Zinta for Maggi

Dabur extends Real range to Juniors

New Godrej soap eyes share of rural market

Tata Motors to sell Daewoo trucks