CavinKare's Indica to call for creative pitch

The process will be based in Mumbai.

Indica herbal hair colorant from the stable of FMCG conglomerate CavinKare is currently on the lookout for a creative agency.

The pitch is likely to begin in a few days. A few agencies have already been invited to participate.

The process will be carried out in Mumbai. Earlier based in Chennai, the CavinKare team recently shifted its marketing operations to Mumbai.

Indica hair colour is currently positioned as one that 'spells youth'; the company website for the brand carries the catch phrase, 'Baalon ko de dil ki umar'. The primary TG (target group) for Indica comprises consumers in their late twenties to mid-thirties. The product is available in four colours - black, burgundy, brown and red.

The brand enjoys a loyal consumer base in South and West India. Earlier, it has attempted to change its low key presence in the North (including a brand re-launch exercise) and it remains to be seen whether the winning agency's mandate will include promotion of the product in these geographies.

Some of the creative agencies CavinKare has worked with in the recent past include Curry-Nation (for Fairever, the flagship product in its fairness creams category, and its deodorants Spinz and Hi5); Leo Burnett (for its oral care brands); Cartwheel Creative (for Nyle shampoo); and Saints & Warriors (for its snacking business), among others.

MEC is the media agency on the entire CavinKare account.

Popular hair care brands from CavinKare include the shampoos Nyle, Chik and Meera. Besides hair care, the parent brand is present across product segments including skin care (lotions, deodorants), home care (floor cleaners), foods (pickles, candy), beverages (brand Maa), dairy products (milk, curd) and snacks (namkeens like farsans, bhels and dals).