March 17, 2020
Publicis Groupe's Starcom and Digitas India respectively to handle media and digital marketing duties for Cholayil.
Building on its creative partnership with Leo Burnett India, personal goods manufacturer Cholayil has now extended its entire integrated communications mandate to more Publicis Groupe agencies. It has brought on-board StarcomIndia as its media agency while Digitas India has been appointed to manage the digital communications mandate for the entire product portfolio under Cholayil.
As part of the mandate, Starcom will manage strategy and media planning and buying across media platforms while Digitas will be providing digital marketing services for popular Cholayil brands such as Medimix, Cuticura, and Krishna Thulasi.
Leo Burnett India won the creative mandate for Cholayil’s flagship brands Medimix, Cuticura and Krishna Thulasi which includes the brands’ existing product portfolio and future launches. The business was won after a multi-agency pitch and is being led by Leo Burnett India’s Mumbai office.
Pradeep Cholayil, chairman and managing director, Cholayil said, “Cholayil has strong equity and base in Ayurvedic and natural products and as we contemporise our offering further and reach out to newer segments, we needed a partner that leads in integrated communications play and leverages the power of data for engaging, personalised consumer experiences. Publicis Groupe with its ‘Power of One’ model brings in new perspectives and future-facing capabilities. As we embark on our expansion plans, we look forward to benefiting from their experience and expertise.”
Ashish Ohlyan, head of marketing, Cholayil added, “Cholayil and Leo Burnett associated last year and together we delivered great results. Medimix, our flagship brand has grown at a significant pace in a sluggish market on the back of new repositioning. We strongly feel that if there is a synergy in the approach of all key stakeholders then it will benefit the brand exponentially. We look forward to the new collaboration to deliver stronger performance of the brand.”
Rathi Gangappa, chief executive officer, Starcom India said, “This is a prestigious win for us. We were able to demonstrate strong media value for Cholayil and with our Human Experience proposition, we look forward to helping them unlock newer, more contemporary consumer connections. Starcom will help them exceed their marketing objectives and remains committed to their growth and success.”
Sonia Khurana, chief operating officer, Digitas India said “The entire team at Digitas India is thrilled to partner with Cholayil. It's not every day that one gets a chance to work with brands that have such a rich heritage. We are looking forward to providing digital solutions that will help Medimix, Cuticura and Krishna Thulasi connect with new age consumers to drive business growth.”
Read original article in Brand Equity here.