Maxo won the creative duties of Jyothy Laboratories’ (JLL’s) mosquito repellent brand from the Bengaluru wing of Rediffusion DYR.
The account was won following a tightly contested multi-agency pitch, including Mudra Communications, Equus Red Cell, Situations (the incumbent agency) and Rediffusion DYR.
The size of the business is estimated to be Rs 11 crore. Whether the media duties have been reviewed couldn’t be ascertained. However, according to previous records, the media buying and implementation duties for JLL were won by the Lintas Media Group (LMG), following a multi-agency pitch in the middle of this year, while Mudra Media had the media planning duties.
The mosquito repellent industry is poised to grow manifold in the coming years. Some of the prominent existing players are All Out, Good Knight and Baygon. According to JLL officials, Maxo has grown consistently over the years. However, it is looking ahead to capitalise on the growing market potential and attain market leadership.
K Raghavendra, assistant general manager, JLL marketing services, says, “Rediffusion’s fresh perspective on the category and the novelty in its creative expression excited us to choose the agency as our partner. We are confident that with the expertise Rediffusion has in the FMCG category, and the strategic bandwidth it offers, it will be a great support in meeting our desired business objective.”
Commenting on the development in an official communiqué, Minakshi Achan, executive vice-president and executive creative director, Rediffusion DYR South, says, “As an organisation, JLL has great respect and appreciation for creative work. We are excited at the prospect of partnering it in building the brand, Maxo, and look forward to a long and meaningful relationship with it.”
Speaking exclusively to afaqs! about the scope of creative work in this particular segment, she says, “There are enough opportunities to do some disruptive and exciting work in this category. We have some creatively refreshing ideas up our sleeve for JLL.”
Paritosh Srivastava, business head and branch manager, Rediffusion DYR Bengaluru, describes what it took to be chosen by JLL. “A powerful idea that would reposition the brand in the category, coupled with fresh and compelling creatives in a cluttered space, worked the magic for us.”