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Mumbai, July 24

Entering the anti-aging skin care segment, P&G has launched `Olay Total Effects' with VitaNiacin, in the Indian market. Actor Sushmita Sen has been appointed as the brand ambassador for the brand. Launching the product, Ms Vaishali Bhat, Associate Director, P&G India, said, "We would provide every Indian woman with one product that would help fight the seven signs of aging." Pegged at Rs 599 for a 50 gm pump jar, Olay Total Effect marks P&G's entry into the Indian skincare market. The creative duties for the brand have been assigned to Saatchi & Saatchi while Starcom Media Vest would be handling the media duties for the brand. - Our Bureau

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