Paramount Cosmetics awards its creative duties to IBD India

The agency will take care of Shilpa, the women's brand for bindi, kajal and kumkum. IBD India will also handle Instinct, the skin and personal care brand for men.

Paramount Cosmetics (India) has handed over its creative mandate to IBD India. The agency will take care of Shilpa, the women's brand for bindi, kajal and kumkum. The agency will also handle Instinct, the skin and personal care brand for men from the same company.

The development is the result of a multi-agency pitch that was initiated last month. The size of the account could not be ascertained at the time of filing this report.

IBD India is expected to ideate and execute a 360 degree campaign for aggressive and integrated brand building and positioning exercises, to gain prominence through various above the line (ATL) communication such as print, electronic and out of home (OOH) advertising, as well as some rigorous below the line (BTL) activities, in order to increase consumer interaction and connection for both the brands.

It is to be noted that only recently, Shilpa has gone through a restructuring of the entire brand portfolio.

Instinct, on the other hand, intends to go through a repositioning to create excitement around it.

In an official communiqué, Hiitesh Topiiwaalaa, managing director, Paramount Cosmetics (India), says, "The challenge for IBD is to come up with solutions on how to revitalise a 30-year-old brand like Shilpa. The agency's strategic approach portrayed during the pitch process would surely give a new direction to the brand."

Commenting on the win, Jyotsna Chauhan, chief operating officer, IBD India, says, "We believe that a lot can be done to a brand like Shilpa to make it contemporary and youthful, yet maintain its core Indian traditional values. Additionally, we intend to take brand Instinct to the next level by repositioning it and creating a strong identity in an extremely cluttered segment. The challenge will be to make the brand a part of its target audience's (youth's) personality."