CavinKare Seeks Creative Partner for New Henna Brand
Steve’s breakdown: CavinKare manufactures and markets personal care products such as ethnic care, skin care, and home care products, as well as offers hair care products, including coconut oil; and food products, such as pickles, vermicelli, and peanut candies. It markets its products in India, Nepal, Sri Lanka, Malaysia, Singapore, Bangladesh, the United States, and the GCC region. Needless to say, getting on this company’s agency roster would be a good idea. The pitch is currently underway in Mumbai.
CHENNAI, India: FMCG conglomerate CavinKare is currently scouting for a creative partner for an upcoming haircare product. According to industry sources, this soon-to-be-launched brand is a henna (mehndi) product that is likely to be marketed under the name ‘Nyle Henna’, implying that the offering is an extension of the company’s existing brand Nyle, best known for its shampoo range.
While refusing to verify the brand name, the company spokesperson has confirmed the pitch news to afaqs!. The spokesperson has also shared that the product will be available in powdered form.
The recently-initiated pitch is currently underway in Mumbai, and so far, around two-to-three agencies have been invited and briefed. It is learnt that these agencies include the company’s existing roster agencies, which handle the creative duties for products across the company’s portfolio.
The first round of presentations, expected to be a blend of creative, as well as strategic inputs, will take place in the last week of this month. The selected agency will be required to work on the launch campaign for the brand.
According to market sources, the product is expected to be launched in April, this year. It will be a mass brand that will target women, particularly housewives, in the 28-30 years age bracket.
In the recent past, CavinKare has appointed several creative agencies across its brands.
In June 2011, afaqs! reported that Cartwheel Creative had won the creative duties for Nyle shampoo. The agency was awarded the mandate after a multi-agency pitch process. Prior to Cartwheel, the creative duties for Nyle were with Bates.
Curry-Nation currently handles the mandate for three CavinKare brands including Fairever (the flagship product in its fairness creams category), and the deodorants Spinz, and Hi5. The agency was awarded the duties in May last year.
Around March last year, Saints & Warriors was given the duties for Garden Namkeens, CavinKare’s traditional snacks range. A few months later, the agency was also handed the duties for the company’s non-traditional finger foods business.
MEC is the media agency on the CavinKare account.