Rediffusion D Y & R wins Maxo account

Rediffusion DY&R Bangalore will handle the Maxo account,  having won a multi-agency pitchagainst Mudra Communications, Equus Red Cell and incumbent agency Situations. 

Maxo is the mosquito repellent brand of Jyothy Laboratories. The size of the business is estimated to be around Rs11 crore.

Existing players in the mosquito repellent industry are All Out, Good Knight and Baygon.

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."

K Raghavendra, AGM, Jyothi Laboratries' marketing services, said, "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 they offer, they will be a great support in meeting our desired business objective".