IBD India to handle creative duties for Paramount Cosmetics

Speaking on the occasion, Hiitesh Topiiwaalaa, managing director, Paramount Cosmetics, said, “The challenge for IBD was to come up with solutions on how to revitalize a 30 year old brand like 'Shilpa' and the agency’s strategic approach surely would give a new direction to the brand. IBD has rolled out a clutter breaking creative and strategic approach on 'Instinct' based on deep consumer insights which is a winner all the way. Our long standing relationship with the Percept group and its overall commitment towards the brand development process also helped us making this decision."

 

Commenting on the business win, Jyotsna Chauhan, chief operating officer, IBD India, said, “We believe a lot can be done on brand 'Shilpa' to make it contemporary and youthful, yet maintaining its core Indian traditional values. We intend to take brand 'Instinct' to the next level by repositioning it and creating a strong identity in an extremely cluttered segment. The challenge is to make the brand be a part of its TG’s personality."