DDB Mudra West has bagged the creative mandate for Margo, a neem-based soap brand from Jyothy Laboratories. The account was won following a multi-agency pitch.
MR Jyothy, executive director, Jyothy Laboratories, said, “The brief was to bring in a fresh perspective to communicate the core benefits of neem leading to brand trials amongst non-users. DDB Mudra’s creative strategy appealed the most as it was a logical build up to the last brand campaign. The creative routes were fresh and in sync with what we believe our TG will relate to. We hope that DDB Mudra’s talent pool and experience in diverse categories will help us meet our marketing goals.”
Rajiv Sabnis, president, DDB Mudra West, added, “Margo is the original neem soap. The brand has some strong loyalists but we need to broad-base the loyal franchise to younger audiences and pan-India. The need is to make the power of neem relevant to a larger set of young adults who know of the efficacy of neem, but haven’t experienced it yet through Margo. In a day and age when young people want to experience the world up close, Margo is just the right partner to ensure that you are ready to face the world. The communication is true to this insight and should connect well with young Indians. We look forward to further building this brand with the team at Jyothy.”