Percept/H bags creative mandate for Next Care's deodorant brand

Percept/H has been assigned the creative mandate for Next Care’s to-be-launched perfumed body deodorant brand - NEXT. The agency won the account following a multi-agency pitch initiated in July 2011. The size of the business is estimated to be around Rs. 3 Crore.

Gouri Group - the parent company, plans to formally launch the new brand in February 2012. The agency plans to devise a creative strategy and claims that it will be prominent in the already cluttered deodorant market. It also intends to start various activities like above the line (ATL), below the line (BTL), out of home (OOH) and digital as a part of integrated brand building exercise to increase their consumer connect.

On winning the business, Prabhakar Mundkur, chief executive officer, Percept/H, said, "We at Percept, have always had the entrepreneur living inside us. Therefore, going with this belief, we decided to partner the company for the launch of Next brand in India. Our endeavour would be to create a distinct imagery for the brand which is closer to the real world."

Added Parminder Sadhu, managing partner, Next Care, "To start with, the agency needs to chalk out a roadmap for NEXT. They need to create a new identity and brand strategy which will enable the brand to meet a turnover of Rs 24 crore in the first year of its launch."