Leo Burnett bags the creative mandate for CavinKare's new toothpaste brand

The company plans to venture into the oral care segment soon.

Leo Burnett has won the creative duties for FMCG major CavinKare's upcoming product -- a new toothpaste brand, sources close to the development have confirmed to afaqs!. The agency's Mumbai branch will handle the business. The CavinKare group is headquartered in Chennai.

The development is the result of a multi-agency pitch. MEC is the media agency for the CavinKare account.

Neither the agency, nor the authorities of the CavinKare team were available for comment at the time of filing this report.

Sources also claim that the agency has bagged some more brands under the CavinKare umbrella, the details of which are not yet ready for announcement. The company, lately, has been working with creative agencies on a project basis.

The present development makes sense as the company had announced last year that it harboured plans to foray into the oral care segment, an area in which it had not yet dipped its fingers.

CavinKare is currently present in a host of segments including personal care (shampoos, deodorants and creams), food (such as pickles), beverages (fruit-based drinks), home-care (brands include cleaning agents Tex and Topp Mopp), milk and dairy products.

Some of the company's popular brands include Fairever (cream), Spinz (deodorant and talc), Nyle (shampoo and lotion), Chik (shampoo) and Hi5 (deodorant). Hi5 Deo was launched early last year, and marketed as the official deodorant sponsor of the Kings XI Punjab IPL (Indian Premier League) team. Chik Shampoo is very popular amongst rural and semi-urban Indian women and enjoys a hefty market share in the segment.

Over the past few years, Leo Burnett has been working on some of CavinKare's developmental projects, informs a source at the agency.

For the record, Orchard Advertising, Leo Burnett's sister concern in India, used to handle the company's Fairever business in the past. In 2008, the Fairever account moved to G3 (part of the Grey Group). G3 has also been involved with the creative duties for CavinKare's hair colour and home care businesses. Prior to Orchard, JWT used to handle the creative work for Fairever. Before JWT, the account was with the Chennai-based agency, Fountainhead. In fact, Fountainhead was the agency that helped CavinKare build the brand Fairever. It also scripted the brand Nyle's initial success story.

Indore-based V Sign has been involved with the company's OOH (out of home) communication for the brand Spinz. The brand has also been advertised through other media channels, such as television, by Rubecon.