MUMBAI: Japanese company Unicharm has awarded media duties for its feminine care brand Sofy to Maxus India following a multi-agency pitch.

The agency's Delhi office will be handling the account. The agency on the account earlier was ZenithOptimedia.

A source close to the development confirmed the news to indiantelevision.com. The agency has already started work on the brand with the latest campaign featuring brand ambassador Anushka Sharma, the source revealed.

Unicharm has operations across two verticals - baby care and feminine care with brands like MamyPoko and Sofy respectively. While Maxus will be involved with the feminine care brand, Dentsu currently handles the media duties for MamyPoko.

The feminine hygiene brand Sofy had recently announced actor Anushka Sharma as its brand ambassador, replacing Bollywood contemporary Prachi Desai.