Moods goes to R K Swamy, Saheli to Publicis Ambience

Following a multi-agency pitch, HLL Lifecare Ltd (formerly Hindustan Latex Ltd) has awarded the creative mandates for its condom brand Moods to RK Swamy BBDO, while Publicis Ambience will handle oral contraceptive pill brand Saheli.

HLL Lifecare Ltd (formerly Hindustan Latex Ltd) had called for a pitch for its popular condom brand Moods in August this year. Twelve agencieswere in the fray for the account. The advertising budget is pegged at Rs 5crore. Lowe is the incumbent agency.

HLL Lifecare Ltd has different marketing budgets for different products, and the company is currently looking for a change in its communication strategy for Moods.

It manufactures and markets the widest range of contraceptives - condoms, including female condoms, intra-uterine devices, oral contraceptive pills - steroidal, non-steroidal and emergency contraceptive pills; contraceptive cream, and tubal rings.

Over the past 16 years, HLL has steadily set up a strong and sound infrastructure for direct marketing.

Keraleeyan, AGM, product management, HLL Lifecare Ltd, pegged the total ad spend for Moods in the region of Rs 3.5-4 crore while for Saheli it is Rs 2-2.5 crore. 

Keraleeyan said that a detailed media plan would be worked out after finalising the media agency and added that it was too early to discuss the media mix now. He, however, said that Moods had been television-driven predominantly. ''We will mull over the entire media strategy after finalising the media agency,'' he added.

For the record, HLL Lifecare had called for a pitch in August 2009, and nearly 12 agencies had battled it out for account.