Carat Media bags SCA Hygiene's media duties

SCA intends to launch brands such as Libero baby care, Tempo (hand and face hygiene), TENA (incontinence care) and Tork (away-from-home tissue) in India.

Aegis Group's Carat Media Services has won the media duties of SCA Hygiene in India. The account will be serviced by Carat's Mumbai office.

SCA is a global hygiene and forest product company that develops, produces and markets personal care products in categories such as baby diapers, incontinence care and feminine care.

The brands that SCA intends to launch in the Indian market in the coming months include Libero baby care, Tempo - for hand and face hygiene, TENA - the world leader in incontinence care and Tork, which is in the away-from-home tissue segment.

India being one of the emerging markets, there will be significant focus and investment towards fulfilling the needs of Indian customers and consumers in a spirit of innovation, through continuous efficiency enhancements and with a clear desire to contribute to sustainable development.

Cecilia Edebo, vice-president, consumer goods, SCA India, says, "India's large population and the low penetration of hygiene products provide the potential for SCA's future growth. In this endeavour, we had a series of presentations and discussions to evaluate the strategic thinking capabilities of Carat to enable our differentiation at the market place, demonstration of tools and passion of the team. We are happy that Carat India's team demonstrated great ability in strategic thinking capabilities backed by a solid integrated offering to support the marcom. We are happy to have it as our media partner."

Himanka Das, senior vice-president, Carat India, adds, "We are delighted to extend our partnership with SCA in India. It has some great personal care and incontinence care brands in its portfolio to offer and we do look forward to partnering it in its India plans. We have been working with it for the last one year to firm up the launch strategies based on extensive media market analysis."