MPG Mumbai has bagged the media duties of She Comfort, a sanitary napkin brand, following a pitch involving MPG and the incumbent Mudra Connext.
The account size is estimated to be Rs 15-20 crore. The creative duties are being handled by The Parish.
“At She Comfort, we have been fighting convention. The conventional strategy, the conventional approach to creative, and even the conventional approach to selecting media. While we found our strategy and creative partner in The Parish a few months ago, the media partnership took a little longer. In MPG we have a partner that understands the importance of unconventional thinking, just the way we do,” said Rakesh Kaul, director, She Comfort. “She Comfort is at an interesting phase of its evolution. As we transit from a print only (and some OOH) strategy, MPG will have an interesting role to play in the next few months.”
Added Manoj Malkani (pictured), VP, MPG Mumbai, “MPG has seen clear potential in Royal Hygiene, as the penetration of the category is very low and gives immense opportunity to invent and create a difference in the category, with the varied product quality and range. Kaul had appreciated our approach and the tools used to achieve the desired results for the brand.”