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Tag: Livon

  • Conceptualised and created by Brand David and Team Marico

    Livon launches digital campaign

    Livon, Marico’s hair serum brand, has launched a digital campaign titled Uncut with Livon – #ExpressInStyle. As a part of the brand’s unfiltered series, Uncut with Livon, delves into uncharted territory with a daring social experiment. The campaign questions stereotypes and societal bias on women’s appearance and hairstyles.

    Conceptualised and created by Brand David and Team Marico, the campaign by Livon showcases a social experiment where four panellists, from different walks of life, are tasked with guessing professions of four women based on their hairstyles. The four women are Mira Erda (race car driver), Indulekha (singer and rapper), Rooparna (stay-at-home mom), and Mallica (finance news reporter).

    Notes a communique: “The uncensored series is committed to challenge social conditioning in its episodes and upcoming series in the future.”

  • Campaign created by Ogilvy

    Livon launches a self-check guide for breast cancer

    By Our Staff

     

    Livon, a hair serum brand from Marico Limited, has released a self-check guide to prevent breast cancer. The 40-second video with the hashtag #KeepAbreastAndLivon, the brand urges women to check for breast cancer every month in an effort to beat the disease.

     

    Notes a communique: “Livon has partnered with Dr. Lakshmi Sukumaran, a breast cancer survivor herself, to guide followers in the right way to self-check. Conceptualised and executed by Ogilvy’s Content Force, the  video emphasises the importance of self-check for every woman.”

     

  • The new film named 'Sands of Time' builds on the key consumer motivation that "Hair once doesn't come back. I desperately want to hold onto all the hair that is left on my head"

    DDB Mudra urges men to teat hair loss via Livon Hair Gain

    By A Correspondent

     

    DDB Mudra has unveiled a new campaign for hair brand Livon Hair Gain. The campaign endeavors to shake the hair loss sufferer from his inaction to start taking care of his hair loss problem.

     

    Hair loss affects a man not just as an ailment, but at an emotional level too. The market is replete with solutions ranging from quacks to extreme drastic measures such as clinical treatments and transplants. Livon Hair Gain is a scientific solution that has been internationally researched and clinically tested. It works to arrest hair loss in 90 days.

     

    The new film named ‘Sands of Time’ builds on the key consumer motivation that “Hair once doesn’t come back. I desperately want to hold onto all the hair that is left on my head”. It uses the metaphor of sand slipping through the fingers to accentuate the helplessness this consumer faces with regard to his hair loss problem.

     

    The film uses Rahul Bose as a celebrity who is encouraging consumers to learn from his mistake and take action about their falling hair before it’s too late. His urging to act in time and prevent hair loss is likely to make a consumer take note and act on their problem in time.

     

    Sambit Mohanty

    The campaign has been visualized by the team at DDB-Mudra. According to Sambit Mohanty, Creative Head (North) at DDB Mudra, “Falling hair is irretrievable; once you lose a strand, it’s gone forever. And that sparked off the idea of using sand slipping through fingers to make the point that Livon Hair Gain is proven to stop hair loss. Rahul Bose is known for espousing genuine causes… and he was the perfect celebrity to make the point about using Livon Hair Gain before it is too late.”

     

     

    Radhika Das

    Said Radhika Das, Senior Vice President, DDB Mudra Group, Delhi, “With Rahul Bose as the brand endorser, our attempt with this communication is to send out a simple yet compelling message that stems from a deep consumer insight. We hope it makes as many people sit up and take timely action than be in denial and suffer.”

     

  • A new TVC from Livon Hair Gain Tonic attempts an emotional connect with consumers

    DDB Mudra revitalises Livon Hair Gain’s hair promise

    By A Correspondent

     

    A new campaign from Livon Hair Gain Tonic created by DDB Mudra attempts to work at an emotional level with men. The endeavour of the campaign is to help men overcome the cynicism and establish Livon Hair Gain as a credible solution to address the problem. The TVC “Kyun yeh zindagi” shows a young man facing hair loss holding back from enjoying and participating in everyday situations.

     

    According to a Marico spokesperson, the TVC “engages the audience with a realistic portrayal of moments in their life. Combined with activations in the digital space and on-ground in the chemist channel, we are looking at growing this recently acquired brand with the new campaign”.

     

    Sonal Dabral
    Sonal Dabral

    Commenting on the campaign, Sonal Dabral, Chairman & Chief Creative Officer, DDB Mudra Group, said, “Hair loss is an extremely sensitive issue. It was crucial therefore to communicate our offering with honesty and a high degree of empathy. We are happy that we have been able to create a campaign that is insightful, authentic and most importantly speaks straight to the heart of our target audience.”

     

  • DDB Mudra Delhi has won the Rs 40 crore business of Marico's Livon brand

    DDB Mudra Delhi bags Marico’s Livon

    By A Correspondent

     

    DDB Mudra Delhi has added Marico’s Livon brand to its slew of accounts. The size of the account is pegged at Rs 40 crore. The incumbent on the account ‘Cut the Crap’ had been working on the brand before Marico acquired the brand from Reckitt Benckiser earlier this year. DDB Mudra Group won this mandate after a rigorous multi-agency evaluation process.

     

    Sonal Dabral

    Sonal Dabral, Chairman & CCO, DDB Mudra Group, said, “Livon presents us with a wonderful opportunity to take the DDB ideology of social creativity forward. A brand that talks to audiences that live in a connected world, we look forward to creating ideas that have an inherent ‘talk value’ that drives the brand forward. Besides, with Marico, we are really excited about partnering with one of the most professional Indian multinationals.”

     

     

    Vandana Das

    Commenting on this big win, Vandana Das, President, DDB Mudra Group, Delhi, says, “It’s a great starting point and very encouraging for all of us to be associated with a brand from Marico’s stable. Having won Livon, we are all really delighted and geared to have a long innings together. We look forward to doing some path-breaking and exciting work on the business in months ahead.”

     

  • Kotak Mahindra, the investment banker to the deal had also approached other personal care companies such as Godrej, Dabur and Marico for a potential transaction

    Shahs to drop Anchor’s oral care portfolio; Emami close to buying toothpaste brand

    By Kala Vijayraghavan & Sagar Malviya

     

    Mumbai-based consumer products Anchor Healthcare has had several rounds of discussions with the Kolkata-headquartered Emami to sell its oral care business, top officials close to the development said.

     

    Kotak Mahindra, the investment banker to the deal had also approached other personal care companies such as Godrej, Dabur and Marico for a potential transaction, added the officials.

     

    However, interest in Anchor’s only other brand outside of oral care, Dyna soap, was lacklustre, with buyers more interested in Anchor White toothpaste, Anchor Gel as well as a toothpowder and toothbrushes. When contacted, Atul Shah, promoter of Anchor, denied any sale plans. However, a senior executive at a domestic investment bank confirmed that the company has been sounding off various buyers.

     

    In early 2011, Business Standard had reported that the Shahs had plans to sell the entire consumer products business, lock, stock and Dyna. However, a banker privy to the proceedings pointed out that valuations of the business may have deterred the promoter family from selling in single transaction.

     

    The Shahs are expecting over Rs1,000 crore for the consumer business, added the banker. The company is estimated to have closed the year ended March 2012 with sales of Rs450-500 crore, said a research analyst covering the fast-moving consumer goods sector.

     

    Emami, for its part, has created a war-chest to fund acquisitions. In 2010, the board of the cosmetics and toiletries marketer had approved plans to raise long-term resources up to Rs2,000 crore through the issue of securities as well as to double the borrowing limit to Rs3,000 crore primarily to fund potential buys.

     

    In 2008, Emami had acquired Zandu Pharmaceuticals, but subsequently hasn’t had much luck with buyout attempts. Last year it lost out to Reckitt Benckiser in the race to buy Paras’ personal care business that includes brands such as Livon, Borosoft and SetWet. Early this year, Reckitt sold some of Paras’ personal brands to Marico in a deal that Emami too was keen on.

     

    “Emami will continue to explore avenues for inorganic growth, but we do not wish to comment on any speculations,” said NH Bhansali, CEO, finance, strategy & business development, Emami.

     

    In 1997, Anchor challenged multinational giants like Colgate and Hindustan Unilever by finding a unique proposition in a tough-to-differentiate category by launching a ‘vegetarian’ toothpaste. In the initial years, Anchor managed to grab a market share of close to 10 per cent in a highly-competitive market.

     

    In 2007, the Anchor group had sold an 80 per cent stake in the business of electricals to Japan’s Matsushita Electric Works – owners of the National and Panasonic brands – for Rs2,000 crore. Personal care became the family’s focus area. Soon after the sale of Anchor Electricals, the group bought Forhans, one of the country’s oldest toothpaste brands, from John Oak Remedies. However, the Shahs didn’t make much headway with Forhans, which does not figure amongst Anchor Healthcare’s brands on its website.

     

    Source: The Economic Times

    Copyright © 2012, Bennett, Coleman & Co. Ltd. All Rights Reserved

     

  • The transaction will involve transfer of all key assets, including intellectual property rights, supply agreements and third-party manufacturing agreements

    Marico picks up Paras personal care brands from Reckitt Benckiser

    By A Correspondent

     

    Marico has bought the personal care business of Paras Pharmaceuticals from UK consumer goods giant Reckitt Benckiser, edging out Emami. While announcing the deal, both Marico and Reckitt Benckiser declined to disclose the financial details.

     

    But two industry officials familiar with the negotiations said the maker of Parachute Hair Oil has paid Rs600-650 crore for the privately-held Paras Pharma’s personal care brands such as Zatak deodorant, Set Wet hair gel and Livon hair serum. This is much lower than Reckitt Benckiser’s original demand of Rs900 crore, they said.

     

    Morgan Stanley was the exclusive financial advisor to Reckitt Benckiser on the deal.

     

    Marico CMD Harsh Mariwala said the deal will help the company target the youth who now drives demand in the country’s consumer space. “All these brands are youth-oriented, fast growing and have low penetration,” said Mr Mariwala

     

    The transaction will involve demerging the personal care business of Paras Pharma into a separate company, Halite Personal Care India, in which Marico will acquire 100 per cent stake. This will involve transfer of all key assets, including intellectual property rights, supply agreements and third-party manufacturing agreements.

     

    Marico will fund the acquisition through a mix of internal accruals, equity and debt.

     

    Reckitt Benckiser acquired Paras Pharma in December 2010 for Rs3,260 crore, in one of the biggest acquisitions in the Indian consumer goods sector.

     

    The maker of Dettol Anti-septic and Disprin pain killer was more interested in Paras’ healthcare products such as Moov pain-relief ointment and Krack heel care lotion, and decided to sell the personal care business. Financial analysts say it is a good buy for Marico.

     

    “The acquisition will help Marico to move from a dominant hair-care portfolio to skin-care and personal care, which is a bigger opportunity,” said Shirish Pardeshi, executive director and research co-head at Anand Rathi Securities. Marico’s key products in India include hair oil Parachute and edible oil Saffola.

     

    With the new deal, it will get six brands – Set Wet, Livon, Zatak, Eclipse, Recova and Dr Lips – expected to have a turnover of more than Rs 150 crore in FY12. Paras brands are among the top three in the hair gel, male deodorant and hair serum categories.

     

    According to industry estimates, the deodorant category is growing at a rate of 40 per cent a year, hair styling gel at 25 per cent and hair serum at 30 per cent.

     

    Marico CEO (consumer products business) Saugata Gupta said the integration will be easy since the company has domain knowledge in the acquired categories through its operations in Vietnam and the Middle East.

     

    Source:The Economic Times

    Copyright © 2012, Bennett, Coleman & Co. Ltd. All Rights Reserved