Tag: Jyothy Laboratories

DDB Mudra Group wins creative duties of Jyothy Laboratories’ Margo

MUMBAI: DDB Mudra West has won the creative mandate for Jyothy Laboratories’ beauty soap Margo, following a multi-agency pitch.

Margo has revamped itself to appeal to the preferences and aspirations of India’s dynamic youth while retaining its core neem benefits. Over the years, the brand has expanded the product range to include the Margo Glycerine soap and Margo Face wash offering a larger portfolio of neem based products for skin.

Jyothy Laboratories executive director M.R Jyothy said, “The brief was to bring in a fresh perspective to communicate the core benefits of neem leading to brand trials amongst non-users. DDB Mudra’s creative strategy appealed the most as it was a logical build up to the last brand campaign. The creative routes were fresh and in sync with what we believe our TG will relate to. We hope that DDB Mudra’s talent pool and experience in diverse categories will help us meet our marketing goals.”

DDB Mudra West president Rajiv Sabnis added, “Margo is the original neem soap. The brand has some strong loyalists but we need to broad base the loyal franchise to younger audiences and pan-India. The need is to make the power of neem relevant to a larger set of young adults who know of the efficacy of neem, but haven’t experienced it yet through Margo. In a day and age when young people want to experience the world up close, Margo is just the right partner to ensure that you are ready to face the world. The communication is true to this insight and should connect well with young Indians. We look forward to further building this brand with the team at Jyothy.”

June 1, 2015
Jyothy Labs FY-2014 ad spends up 65 per cent, PAT up 141 per cent

BENGALURU: Indian FMCG company Jyothy Laboratories Limited (Jyothy Labs) announced 140.97 per cent higher PAT in FY-2014 at Rs 106.11 crore (8.42 per cent of total income or Op Inc) as compared to the Rs 44.04 crore in FY-2013 (4.32 per cent of Op Inc).

The company spent Rs 135.36 crore (10.74 per cent of Op Inc) towards advertising and sales promotion (Ad & SP), 64.46 per cent more than the Rs 81.81 crore (8.03 per cent of Op Inc) in FY-2013.

Jyothy Labs portfolio includes household brands led by its flagship fabric whitening brand Ujala, Henko, Mr. White, Chek, Exo, Pril, Margo, Fa, Neem and Maxo.

Note : 100,00,000=100 lakh = 1 crore = 10 million.

Over a nine quarter period starting Q4-2014 until Q4-2014, Jyothy Labs Op Inc has shown an upward linear trend. Q4-2014 Op Inc at Rs 333.41 crore was 12.1 per cent higher quarter on quarter (qoq) as compared to the Rs 297.43 crore and 22.14 per cent more than the Rs 272.97 crore in Q4-2013.

The company’s Ad & SP spend over the nine quarter period and also over a three year period staring FY-2012 until FY-2014 show an upward linear trend, both in terms of absolute value and in terms of percentage of Op Inc. Ad & SP spend in Q4-2014 at Rs 39.60 crore (11.88 per cent of Op Inc) was 44.12 per cent more than the Rs 27.48 crore (9.24 per cent of Op Inc) and 95.82 per cent (almost double) the Rs 202.22 crore (7.41 per cent of Op Inc) in the year ago quarter Q4-2013.

Please refer to Fig 1A and Fig 1B below for Op Inc and Ad & SP trends.

The company’s PAT too has shown an upward trend over the nine quarters under consideration as is evident from Fig 2A below.

However, over a three year financial period starting FY-2012 until FY-2014, PAT has shown a downward linear trend in terms of percentage of Op Inc. In absolute value terms, PAT has shown an upward trend. Please refer to figure 2B below.

Jyothy Labs chairman and managing director M P Ramchandran said, “We have sustained our growth momentum despite inflationary pressures, rising input costs and moderation in demand. Our sustained focus on visibility of our brands through marketing exercise and advertising spends has helped us to deliver above industry growth. Our portfolio will get a further boost with the launch of innovative products in FY-2015.”

“Going forward we expect growth rate to sustain on the sales and margin front. We continue to enhance our market share in the urban market without losing our focus on the rural market,” he added.

May 22, 2014
Orchard wins Exo and Maxo creative accounts

MUMBAI: Leo Burnett’s sister Orchard Advertising has won the creative mandate for Jyothy Laboratories’ home care brands Exo utensil cleaner and Maxo mosquito repellent.

The win is the result of a multi agency pitch which also saw participation from the incumbent on the accounts, Mudra Communication (a part of the DDB Mudra Group in India).

The agency‘s Mumbai branch will handle both accounts.

Orchard Advertising Mumbai vice-president and branch head, Partha Sarkar said, “We have won the accounts and are glad to have done so.”

DDB Mudra Max handles the media planning and buying duties for Jyothy‘s entire portfolio.

March 25, 2013
Ujala appoints Cut the Crap as creative agency

MUMBAI; Jyothy Laboratories has appointed Cut The Crap as the creative agency for its liquid fabric whitener brand Ujala.

The agency has won the account following a multi-agency pitch that took place a month ago.

The incumbent agency on the account is Situations Advertising that has been handling the creative duties of the brand since over a decade.

Cut The Crap founder Jagdish Acharya told Indiantelevision.com, “Yes, we have won the account. Ujala is an iconic brand and the challenge for us is to take it further. We had given a presentation on the same following which we bagged the account.”

The agency has earlier worked for Livon, a Paras Pharmaceutical product, when its CEO was S Raghunandan who is the current CEO of Jyothi Labs. The agency feels that the success of Livon‘s campaign helped them participate in the pitch.

The agency has already commenced work on the campaign. It is estimated that the company would spend around Rs 250 million on advertising of brand Ujala.

November 22, 2012
TBWAIndia bags Fa deodorant’s creative biz

MUMBAI: TBWAIndia is expanding its role at Jyothy Laboratories. The agency will also be handling the creative duties of the Fa deodorant brand.

TBWAIndia already works with Jyothy Laboratories as a communications partner for its brand of dishwashing agents, Pril.

The new account will be handled by the agency’s Mumbai office.

“This move is an expression of our appreciation for the commitment that TBWA has displayed on brand Pril,” says Jyothy Laboratories general manager of marketing services K Raghavendra.

The category of deodorants is crowded with several established brands jostling for consumer attention.

Says TBWAIndia MD Nirmalya Sen, “It is even more heartening when existing clients reaffirm their faith in the agency in the form of new brands. We are elated to get this opportunity to help create in India, one of the world’s best-known brands of body care, Fa. The deodorants category is steeped in conventions and we look forward to the challenge of bringing disruptive thinking and work to the table.”

March 22, 2012
Mudra West wins Maxo creative account

MUMBAI: Mudra West has won the creative duties for Maxo, the household insecticide brand of Jyothy Laboratories.

The account was awarded following a multi-agency pitch that was called in August.

Jyothy Labs GM marketing Raghavendra K said, “We are happy to work with the Mudra Team to take the brand to greater heights.”

Mudra West president Arijit Ray added, “Maxo has been another success story from Jyothy Laboratories. We look forward to working closely with the brand team to help the brand chart new growth opportunities.”

September 8, 2011