Quadrant, Pune, wins Brihans Natural's Clean Comb

Following a three-month long, six-agency pitch, Quadrant Communications’ Pune office has won the advertising business of hair care brand Clean Comb

agencyfaqs! News Bureau

MUMBAI

Brihans Natural Products, a division of The Brihan Maharashtra Sugar Syndicate Ltd, has awarded the advertising business of its Clean Comb brand to Quadrant Communications' Pune office, following a three-month long, six-agency pitch. The movement came into effect on July 01, 2001. The identity of the other agencies in the fray is not clear.

Clean Comb is the flagship hair care brand of the group, and is currently being retailed in two product forms, Hair Loss Lotion and Anti-Dandruff Lotion. agencyfaqs! has also understood that the product basket - under the mother brand Clean Comb - will be stretched in the near future. Brihans Natural Products is currently also in the oral care segment, and indications are that other segments are being "studied for feasibility of entry".

Clean Comb has been in the market for about two years now, but advertising in the media has hitherto been pretty limited. However, agencyfaqs! has learnt that under the stewardship of Quadrant, the core identity of the brand will centre at ‘Herbal with an Ayurvedic base', ‘Demonstration of efficacy' and ‘Health of hair'. The brand will apparently focus on the ‘healthy hair care' area, and "this identity will be perpetuated by development of a product basket that will deliver on nourishment of hair, or in solving problems related to hair".

The agency did not reveal the size of the business - which is understandable, given the competitive nature of the category in which Clean Comb operates. However, the indications are that "the investments on the brand are likely to be substantial."

Talking about the pitch, Venu Menon, executive vice-president & regional head (Pune & South India), Quadrant Communications, said, "The business was acquired after a long round of presentations spread over three months, inclusive of presentations on a complete brand architecture, as also an overall communication/creative strategy therein." agencyfaqs! has gathered that the fresh communication developed by Quadrant is likely to break within the next two months.

Quadrant is obviously upbeat with the win. "We did no magic," says Menon. "As a team, we put our shoulder to the wheel. Sheer diligence and commitment in looking at a brand in its true perspective, we would like to believe. We hope that we continue in the same vein and justify the faith reposed in us."

© 2001 agencyfaqs!