NEW DELHI: GreyWorldwide India has taken the US$1.5 million
Revlon brief off incumbent Dentsu Young & Rubicam, which has handled the
cosmetic company's below-the-line work for the past four years.
Grey India vice-president, Ashutosh Khanna, said: "As we understand, we
were selected because we could offer a more holistic marketing
programme. Revlon wanted more than just pretty pictures, which is what
their below-the-line agency was offering.
"We'll be serving Revlon with work for communications, direct marketing,
retail solutions, as well as merchandising in salons and parlours."
Khanna said Revlon's merchandising needs were previously handled
in-house, and the brand used a roster of regional agencies for direct
marketing and PR and advertising campaigns. He said a print and
below-the-line campaign for the Colour Stay range will be launched
shortly.
"A TVC will not be launched until next year; the make-up season starts
in February, in the cooler months."
