: TBWA\India bags creative duties of Godrej SCA Hygiene; account size Rs 20 cr

Godrej Consumer Products Ltd (GCPL) has appointed TBWA\India for the creative duties for its new SCA Hygiene products. The announcement comes three months after Godrej announced its JV with SCA Hygiene. The JV focusses on establishing its presence in feminine hygiene protection and baby diapers, both of which are among the fastest growing categories in the FMCG segment. As per industry sources, the account size is pegged at around Rs 20 crore.

Commenting on the win, Kurien Mathews, Director, TBWA\India, said, “With the Godrej SCA win, we are even more strongly represented in the FMCG sector. With large brands like Nivea, Zandu, Pedigree, Henkel and now the Godrej SCA mandate, FMCG marketing communications will see some disruptive ideas emerging.”

The range of products to be marketed by Godrej SCA Hygiene will be distributed across GCPL’s well established distribution network spread across the country, comprising over 2.5 million retail outlets. GCPL’s ‘Snuggy’ brand will be sold to the joint venture company. The feminine hygiene protection category is estimated at Rs 8 billion, while the baby diapers business is currently estimated to be Rs 2 billion in size.

Madan Mohan, Senior Vice-President, TBWA\Western India, said, “Godrej SCA represents a challenging category. I believe the brands we have in baby diapers and feminine hygiene will truly benefit from TBWA’s ‘Disruption Philosophy’.”

TBWA\India is part of TBWA Worldwide, an Omnicom group company. TBWA\India’s clients include Standard Chartered Bank, Bajaj Allianz, adidas, Singapore Airlines, Apple Computer, Allianz AG, Michelin, National Geographic Channel and The History Channel, Platinum Guild, Henkel, Malayala Manorama, Nivea, Moser Baer, BPL Mobile, Zandu, Samsonite, Etihad and Master Foods, among others.