MUMBAI – Mullen Lintas has won the creative responsibilities for all the brands of Bajaj Corp. The agency would be providing their core expertise to Almond Drops Hair Oil, Amla Oil, Jasmine Oil, Brahmi Amla Oil, No Marks cream, Kailash Parbat Oil and other upcoming brands.
The creative mandate would be led by the Mumbai office of Mullen Lintas where the agency’s task would be to work very closely with the client and play an integral part in the planning & creation of integrated marketing campaigns for all the brands owned by Bajaj Corp. The agency will provide strategic recommendations pertaining to the marketing and promotion of several brands of Bajaj Corp and will provide ideas that go well beyond conventional advertising.
“We are delighted to be entering into a partnership with Mullen Lintas as the creative agency on our brands. As Bajaj Corp Ltd. embarks on its journey to revitalize some of its legacy brands like Almond Drops, the market leader in Light Hair Oil category and build some newly acquired brands like No Marks, we are looking to develop impactful content which can communicate the brand proposition very clearly in an integrated manner. And we believe that the Mullen Lintas team, with its keen experience in FMCG brand development and proven creative success, can help us in realizing our ambition to create such strong and powerful brands which are truly loved by our consumers,” said Sandeep Verma, President-Sales & Marketing, Bajaj Corp.
Bajaj Corp Ltd. is one of India’s leading FMCG companies with major brands in the categories of Hair care & Skin care. With brands that have been in the market for eight decades, it is part of one of the oldest business houses of the country.
On winning the new business mandate, Virat Tandon, CEO, Mullen Lintas said, “It’s great to be associated with a legacy company like Bajaj Corp Ltd. who have created some large brands over the past eight decades. All of their brands are built on meaningful propositions and offer great value to the consumer. Our task is to provide these brands with the fuel for greater success and launch new ones. We are very excited about the future of this partnership.”
Adding his views on the win, Amer Jaleel, Chairman and CCO, Mullen Lintas said, “We are thrilled to offer our creative expertise to a flagship FMCG company like Bajaj Corp Ltd. Their brands have a solid presence in the market and are already very well known to the consumer. We see fantastic possibilities to earn more love from the consumers for these great brands.”
Bajaj Corp is the second largest company in the Shishir Bajaj Group of companies. It is the second largest player in the overall Hair Oils segment with its key brand – Bajaj Almond Drops Hair Oil. Its flagship brand, i.e. Almond Drops is the market leader with over 60 per cent market share (in Light Hair Oil category) with premium positioning and commands one of the highest per unit price in the industry.
Bajaj Corp also manufactures and markets other major brands i.e. Bajaj Brahmi Amla, Bajaj Amla Shikakai and Bajaj Jasmine Hair Oil and also markets oral care products under the brand name Bajaj Red/Kala Dant Manjan. A couple of years ago, the company had acquired the Nomarks brand, in line with the vision of the organization. With this acquisition, it seeks to increase its presence and market share in the Rs. 9000 cr Skin care category.
