Next Care Deo awards its creative mandate to Percept/H

The development is a result of a multi-agency pitch that was initiated in July; the account size is estimated at Rs 3 crore.

Next Care, the perfume and deodorant manufacturer, has handed over its creative mandate for the to-be-launched perfumed body deodorants, under the brand name NEXT to Percept/H. The agency's Delhi office will handle the account. The account size is estimated to be around Rs 3 crore.

The development is a result of a multi-agency pitch that was initiated in July.

Confirming the news to afaqs!, Parminder Sadhu, managing partner, Next Care, says, "To start with, the agency needs to chalk out a roadmap for NEXT. They need to create a new identity and brand strategy which will enable the brand to meet a turnover of Rs 24 crore in the first year of its launch."

In order to increase consumer interaction and connection with the consumers, the group intends to start some aggressive, integrated brand building exercises to gain prominence through various above the line (ATL) communications such as print, electronic, as well as some rigorous below the line (BTL) activities and out of home (OOH).

Talking about the brief, S Suresh, vice-president, Percept/H mentions, "This was a compelling challenge from the onset of the brief. We conducted an extensive research that in due time, recorded a different insight. Our idea was to present a fresh product with a clear approach."

He continues, "We need to plan something which will stand out in the already cluttered deodorant market. The theme of the creative will be 'aspirational', targeted at the common masses. We will devise a creative strategy which will not be seductive in nature as done by the other brands. Percept/H is looking at a multi-platform approach for the brand launch, with interesting twists in the brand story as we progress."

Interestingly, this is the first time that the brand has selected a creative agency. Earlier, the brand was being handled by an in-house creative team, with the support of some professional freelancers.

For the record, the Chandigarh-based Gouri Group, the parent company of Next Care was set up in 1991, while Next Care was launched one-and-a-half years ago. Its perfume products include brands such as Empress, Emperor, Angel, Provoke, Pleasure, Valentine, Eve's Delight, and Adam & Eve, to mention a few. The Gouri Group also has a wet towel dispenser, under the brand name NEXT Fresh.