Creativeland Asia wins Medimix, Cuticura business

Bindu Nair Maitra, 05 January, 2009

Mumbai

Creativeland Asia has won the business for Medimix soap and Cuticura talc. Both brands are owned by Cholayil Private Limited. Grey Worldwide is the incumbent agency. While Medimix will be serviced out of Creativeland Asia's Mumbai office, Cuticura, a talcum brand popular in Kerala, will be serviced mainly out of the agency's Cochin office. Sources close to the development put conservative estimates of the business at between Rs 10 to 12 crores, for the first part of the year.

Speaking to Campaign India, VS Pradeep, MD, Cholayil Private Limited, said, "We had called for a pitch, but ultimately decided to go with Creativeland without them taking part in the pitch process. They had some ideas on where the brand should be headed and presented that to us. We liked their creative hot shop agency approach. They seemed to offer a younger, fresher perspective."

Elaborating further, Sajan Raj Kurup, chairman and chief creative officer, Creativeland Asia said, "At Creativeland, our partnership goes beyond just dealing with the brand's communication. We will be looking at revamping their distribution model, and creating a more contemporary look for both the brands."

Cholayil is looking to push Medimix in the northern market, where it needs to establish a presence, as well as in the state of Maharashtra, which Pradeep says will be a key market to watch. Cuticura as a brand is extremely strong in Kerala, but now the company wants to position it as a more contemporary, youthful brand.