DDB Mudra wins Marico's Livon; account size pegged at Rs 40 crore

The agency's Delhi branch will handle the account.

Livon, the hair care brand from Marico, has appointed DDB Mudra as its new creative agency. The size of the account is pegged at Rs 40 crore.

The agency's Delhi branch will handle the account.

Cut the Crap has worked on the Livon account in the recent past, before which the mandate was with Mudra. The account moved from Mudra to Cut the Crap in 2010.

Confirming the development,
Sonal Dabral
, chairman and chief creative officer, DDB Mudra Group, says in a press note, "Livon presents us with a wonderful opportunity to take the DDB ideology of social creativity forward. A brand that talks to audiences that live in a connected world, we look forward to creating ideas that have an inherent 'talk value' to drive the brand forward. Besides, with Marico, we are really excited about partnering with one of the most professional Indian multinationals."

Vandana Das, president, DDB Mudra Group Delhi, adds, "It's a great starting point and very encouraging for all of us to be associated with a brand from Marico's stable. Having won Livon, we are all really delighted and geared to have a long innings together. We look forward to doing some exciting work on the business in the months ahead."

In December 2010, UK-based Reckitt Benckiser announced its decision to buy out Ahmedabad-based Paras Pharmaceuticals. In the wake of this announcement and its subsequent execution in 2011, the creative duties of many of Paras' brands, including Livon, were reviewed. After the reshuffle, Cut the Crap retained the Livon account.

A few months ago, Marico acquired a part of the personal care business from Reckitt Benckiser, which had earlier belonged to Paras Pharma. This personal care portfolio included brand Livon, amongst a few others.

Livon has two product offerings, Livon Silky Potion and Livon Hair Gain Tonic.