Dabur India, which has recently relaunched its Ayurvedic baby care range, is in the process of consolidating the creative work of its products and categories with a limited number of agencies.
Dabur officials today confirmed the appointment of Ogilvy and Mathe (O&M) as the creative agency for its dabur's baby care range which comprises Dabur Lal Tel, Dabur Janam Ghutti, Dabur Gripe Water and Dabur Sarson Badam Tel.
The firm, which used to operate with eight creative agencies in the past has already cut down the number to six and is known to be in the process of pruning the list further, sources close to the development said.
Dabur India on an average spends around 11-12 per cent of its turnover on advertisements and promotions and the agencies on the company's roster include Lowe, O&M, Contract, McCann and Mudra.
Lowe handles Hajmola, Dabur Honey, Real, O&M looks after Dabur Amla and now the Baby Care Range. McCann handles the creative duties for its toothpastes, while Contract holds the entire gamut of Dabur Vatika, which includes the entire range of shampoos, hair oil, and conditioners.
The company today operates in baby massage oil and digestive categories and plans to move into other segments. Dabur is not present in big segments such as personal wash and diapers.
