Euro RSCG wins Rohit Surfactants, owners of Ghari detergent

The size of the account is pegged at Rs 30 crore. The agency will handle both the personal care and home care products of the company.

Following a multi agency pitch, Euro RSCG India has bagged the creative duties for the Kanpur-based Rohit Surfactants (RSPL). The company's flagship brand is Ghari detergent. The size of the business is estimated to be Rs 30 crore.

The agency has got the mandate for both the personal care and home care products of the company. The account will be handled by the agency's Mumbai branch.

The development has been confirmed by Sushant Panda, managing partner and chief executive officer, Euro RSCG.

This is the second such win for the agency, after it retained the mandate of Bharat Petroleum's (BPCL) roster agency and bagged Mitsubishi Motors' account in India this year.

According to several media reports, the company is all set reinforce its FMCG presence by foraying into the Rs 85,000 crore home care segment, expanding its current presence in the cluttered washing soap section. Also, the company has set up a unit in Haridwar to manufacture personal and home care products such as shampoo, hair oil, toothpaste, moisturiser and toilet cleaner.

Apart from Ghari powder and cakes, RSPL has three more soap brands under its umbrella. These are Xpert (dishwashing bar), MR2 (premium category detergent powder) and Venus (toilet soap).