Network Advertising wins creative mandate for Bajaj Consumer Care brands

Network Advertising has been appointed to handle the creative duties for Bajaj Consumer Care Ltd.’s Coconut Oil, Amla and Gulabjal brands after a competitive pitch process involving multiple agencies. The mandate includes strategy and creative communication across TV, print and OOH, marking a significant assignment as Bajaj Consumer Care looks to reinforce its position in the coconut oil and amla oil categories. Both segments are characterised by high penetration, entrenched consumer habits and intense competition, making differentiation a central objective for the company.

Under the new partnership, Network Advertising will lead the development of communication strategies intended to shape brand distinctiveness and relevance. The agency’s remit spans mass-media channels with an emphasis on building salience for products operating in mature categories. The brief is seen as strategically important for Bajaj Consumer Care as it seeks to drive growth through stronger brand framing and clear narrative direction.

Vinod Nair, managing director at Network Advertising, described the mandate as a focused strategic opportunity. Nair said the agency is partnering with Bajaj Consumer Care at a time when the company aims to build a credible challenger position in segments defined by longstanding consumer choices. He noted that the agency’s approach will centre on cultural insight, structured brand thinking and storytelling designed to help the brands stand out in saturated markets.

Sanath R Pulikkal, cmo at Bajaj Consumer Care Ltd., said Network Advertising’s pitch was notable for its energy and fresh perspective. Pulikkal said the coconut and amla oil categories demand unconventional thinking given their competitive nature and depth of penetration. He expressed confidence that the agency’s strategic clarity and creative positioning will support stronger brand development across the portfolio.

With this win, Network Advertising expands its presence in the FMCG and personal care space. The assignment is one of the agency’s more demanding roles in the segment, placing it at the forefront of creative strategy for brands seeking renewed visibility and impact in established product categories.