Marketline

The Rs 150 crore floor clea-ning segment is what soap and toiletries giants are eyeing. With Hindustan Lever's Domex and Reckitt & Colman's Lizol liquid cleaner, the next big player could well be Godrej Soaps. There is nothing immediate say company sources, "but we are considering it".

The company's main priority is to increase its soap volumes. Soon after Godrej split with its joint venture partner Procter & Gamble last August, Adi Godrej, managing director of the company had said that that his favourite brands were neglected by P&G. In October 1996, all the Godrej soaps together (Cinthol, Ganga, Evita, Crowning Glory, Shikakai and Marvel) had a national soap share of 5.5 per cent. Today, it has gone up to six per cent and by year-end, Godrej is confident of adding a percentage point.

Meanwhile, Godrej Hi Care's Rs 15 crore Good Knight mosquito repellant account has moved from Hindustan Thompson to Ambience.

A promising show Remember the toothpaste which used clove-oil as its USP? Yes, Promise toothpaste from Balsara Hygiene Products alongwith with Odonil, Odopic and Sanifresh has changed agencies. After 25 years at Chaitra- Leo Burnett, the Rs 5 crore account was picked up by Ambience Advertising last month.

Here was one company which was supposed to give Colgate Palmolive a run for its money. But fierce competition and increasing ad spends edged out Balsara's Promise. The change could well mean a lot of promise.

Cruising ahead

Three agencies R K Swamy BBDO, Rediffusion and Ulka had pitched for the Rs 4 crore Shipping Corporation Account. Now, R K Swamy is said to have bagged it. While agency executives are tightlipped, sources close to SCI have confirmed the deal. Going by advertising standards, SCI is not a big account as yet.

But as it figures on the list of public sector units slated for disinvestment, the ad outlay could grow substantially.