After a thorough strategic & creative review, Unilever has decided to consolidate agency support for its oral care business in Asia, Latin America and Africa with Lowe.

This move across these regions, will mean consolidation for Unilever in India as well, with Close Up moving from O&M to Lowe. Lowe will now handle both Hindustan Lever oral care brands - Pepsodent and Close Up.

Commenting on the development, Mr Sanjiv Kakkar, Vice-President, Oral & Hair Care, Hindustan Lever, said, "In India, Close Up has been handled by O&M since early 2003. The association of O&M with Close Up significantly reshaped the advertising direction on the brand and revived its position in the market place. We truly value their contribution to the brand," he said.

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(This article was published in the Business Line print edition dated February 7, 2006)
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