TBWA India bags creative mandate for Fa deodorant

Jyothy Laboratories Limited has given the creative mandate for the Fa deodorant brand to TBWA India. The account will be handled from the Mumbai office.

The new Fa brand assignment was awarded without a pitch. TBWA India currently works with Jyothy Laboratories as a communications partner for its brand of dishwashing agents, Pril. The incumbent agency was DDB Mudra.

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

Nirmalya Sen, managing director of TBWA India commented, "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 category of deodorants is crowded with several well-known brands jostling for consumer attention. It is also steeped in conventions and we look forward to the challenge of bringing disruptive thinking and work to the table.”