MUMBAI – DDB Mudra West has recently won the creative mandate for Calcutta Chemicals’ beauty soap Margo, following a multi-agency pitch.
Margo is a legendary 95-year old brand which has decided to undergo a revamp to appeal to India’s dynamic youth while still promoting the benefits of Neem, a medicinal herb.
Over the years, the brand has expanded the product range to include the Margo Glycerine soap and Margo Face wash offering a larger portfolio of Neem based products for skin.
“The brief was to bring in a fresh perspective to communicate the core benefits of Neem leading to brand trials amongst non-users. DDB Mudra’s creative strategy appealed the most as it was a logical build up to the last brand campaign,” said M.R Jyothy, Executive Director, Jyothy Laboratories.
“Margo is the original Neem soap. The brand has some strong loyalists but we need to broad-base the loyal franchise to younger audiences and pan-India. The need is to make the power of Neem relevant to a larger set of young adults who know of the efficacy of Neem, but haven’t experienced it yet through Margo,” shared Rajiv Sabnis, President, DDB Mudra West. “The communication is true to this insight and should connect well with young Indians. We look forward to further building this brand with the team at Jyothy.”
