Marico moves two brands to BBH

BBH is already the creative partner for five of Marico's brands -Parachute Therapie Hair Fall Solution, Parachute AdvansedAfter Shower, Parachute Advansed Starz, Nihar Naturals, and Mediker.

The creative mandate for two of Marico's hair care brands -- Hair & Care and Silk & Shine -- has moved to BBH.

Regarding the shift, the concerned spokesperson at Marico tells afaqs!, "Marico has shared a great partnership with the team at BBH India over the years. This development is in line with our idea to consolidate our brands and deepen our association with our creative partners. We look forward to their continued value-addition to our campaigns."

Regarding Rediffusion-Y&R, which handled the brand till now, the spokesperson adds, "It has done great work and we wish the agency all the best."

BBH is already the creative partner for five of Marico's brands --Parachute Therapie Hair Fall Solution, Parachute AdvansedAfter Shower, Parachute Advansed Starz, Nihar Naturals, and Mediker. Prior to BBH, Mediker was handled by McCann Erickson, and Publicis Ambience, Mumbai, was responsible for hair oil brand Nihar Naturals and the Parachute brands -- Therapie Hair Fall Solution, Advansed After Shower and Advansed Starz.

Currently, McCann Erickson has the creative mandate for Saffola, Shanti Amla and Parachute Coconut Oil.

Some of the other agencies that have been associated with Marico in the past include Bates 141 (then Bates Enterprise), Grey Worldwide, Alok Nanda & Company, and SSC&B Lintas (which was later re-christened Pickle Advertising).

Madison continues as the media AoR (Agency of Record) for Marico.

Notably, the Kolkata-based consumer product giant Emami awarded Rediffusion the creative mandate for two of its flagship brands, Boroplus and Zandu, last month.