Fiancee launches new campaign - Unique idea and great execution
Marico, one of the companies which are known for their strong presence in the international FMCG space, and own popular brands like Parachute, Haircode & Fiancée, has come up with first big thematic communication for the year on Fiancée.
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| Fiancee launches new campaign - Unique idea and great execution. |
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Marico and DDB (International Marketing and communication Services Agency) have been working on conceptualising the brand campaign for over 6 months. This campaign is a result of extensive market research and touches the consumer's heart in a unique way.
Speaking about the campaign, Abhishek Ahluwalia, Marketing Head, Marico Egypt says:
'Fiancee is the market leader in gel cream segment & was first brand to create this category (many years back), for long consumers had to make a tradeoff between style & nourishment, Fiancée 2x1 gel cream gives you benefit of both worlds (styling & nourishment). Our new theme campaign talks about just this. In life everything can be perfect and with Fiancee there are no compromises.'
Mohamed Wasfy, Creative director DDB reveals:
'There is a popular saying in Arabic that nothing is perfect… we thought we can challenge this with our unique product proposition, we started working with this idea and then got consumer validation, and found out that consumers loved this idea & unique benefit which no other product provides.'
Though the campaign is largely TV & Radio led, Ahluwalia says it will also be extended to other medium & supported by massive consumer activation. This will include sampling at retail outlets and youth hangouts. This campaign will be aired popular channels in satellite television starting from 24th of July and will run rill end of August.
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Notes and media contacts
About Marico:
Marico, a leading Indian Fast Moving Consumer Goods company has presence in Hair Care, Health Care and Skin Care with global sales exceeding LE2.1bn and a market capitalization of more than LE5.6bn in India.
Marico markets well-known brands such as Parachute, Saffola, Sweekar, Hair & Care, Nihar, Shanti, Mediker, Revive, Manjal, Kaya, Sundari, Aromatic, Camelia, Fiancee and HairCode. Marico's brands and their extensions occupy leadership positions with significant market shares in most categories- Coconut Oil, Hair Oils, Post Wash Hair Care, Anti-lice Treatment, Premium Refined Edible Oils, niche Fabric Care etc. Marico is present in the Skin Care Solutions segment through Kaya Skin Clinics (51 in India and the Middle East), the Sundari range of Spa skin care products (in the USA & other countries) and its soap franchise (in India and Bangladesh).
The international business of Marico is likely to exceed 17% of the turnover this year. Marico has got presence in Egypt, Bangladesh, Middle East, South Africa and United States of America.
Marico was selected as one of the eight Indian companies in S & P's list of Challenger Companies from various nations, compiled globally by Standard & Poor's in June 2007.
Every month, over 70 million consumer packs from Marico reach approximately 130 million consumers in about 23 million households, through a widespread distribution network of more than 2.5 million outlets in India and overseas.
Marico's focus on sustainable profitable growth is manifest through its consistent financial performance - a CAGR of 19% in Turnover and 19% in Profits over the past 5 years- while setting a record of several consecutive quarters of year on year growth- 32 for Profits and 28 for Sales.
Marico in Egypt:
Marico's Egypt journey began in September 2006 by acquiring a leading local Hair Care brand Fiancée along with its manufacturing facilities. Marico went ahead in acquiring another leading Hair Care brand Hair Code along with its manufacturing facility in January of 2007. Marico in Egypt has 2 Factories (in 6th of October and Salhaya City).
Marico has over 200 managerial staff and a workforce of over 1000 employees. With the two brands combined Marico also enjoy's leadership position in the hair care space. Both the brands are well known in the local Egyptian market and are also exported to neighboring Arab countries. Marico plans to make Egypt a sourcing hub for the MENA region and wants to launch new products in the Egyptian market.
For further information, please contact:
Abhishek Ahluwalia
Head - Marketing
Marico Egypt
Board Line: +2 02 33042580/587
Mobile: +2 0165532297
Fax: +2 02 33042633
Posted by Siba Sami AmmariThursday, July 03 - 2008 at 16:30 UAE local time (GMT+4)
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This Article was updated on Sunday, July 06 - 2008
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