The account, worth about US$12 million, was serviced by JWT for about seven years.
An HLL spokesperson said that O&M was chosen as part of the company's process of looking ahead at future growth opportunities and evolving with the aspirations of its target consumers.
The review was a long, drawn-out affair, with the decision coming after about five months of presentations and deliberations.
While the account was up for review, HLL has continued running the JWT-created TVC for Close-Up Lemon Mint Gel. The script for the current commercial, also aired during the cricket World Cup, differs from the brand's youth-focused strategy. Besides communicating Close-Up's promise of whitening teeth, the spot also features an older group interacting with younger people.
Unilever's other oral care brand Pepsodent is handled by Lowe. The entire Unilever media business is consolidated with MindShare India. The toothpaste market is estimated to be more than US$420 million, with the rural market accounting for 40 per cent of that amount.
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