TBWA India wins creative mandate for Fa deodorant

The assignment was awarded without a pitch.

Jyothy Laboratories has awarded the creative mandate for Fa deodorant brand to TBWA India's Mumbai office.

The brand assignment was awarded without a pitch. TBWA India currently works with Jyothy Laboratories as a communications partner for its brand of dishwashing agents, Pril.

Confirming the news, K Raghavendra, general manager, marketing services, Jyothy Laboratories, says, "This move is an expression of our appreciation for the commitment that TBWA has displayed on brand Pril."

Speaking about the win, Nirmalya Sen, managing director TBWA India, says, "It is even more heartening when existing clients reaffirm their faith in the agency in the form of new brands."

He adds, "We are elated to get this opportunity to help create in India one of the world's best-known body care brands, Fa. The category is crowded with several well-known brands jostling for consumer attention. It is also steeped in conventions and we look forward to the challenge of bringing disruptive thinking and work to the table."

The media spend could not be ascertained at the time of filing this report. It is learnt that the media mix will involve both ATL and BTL activities.

Recently, Chennai-based Sify Technologies, a player in enterprise and consumer internet services in India, decided to consolidate its creative business with TBWA. Also, in January, J G Hosiery, the maker of the popular innerwear brand Amul Macho, finalised TBWA as the agency for its new range of undergarments.

Jyothy Laboratories awarded the media planning mandate for its newly acquired Henkel portfolio to DDB Mudra Max, while LMG secured the media buying duties for the same.