Henkel moves from Lodestar to Mediaedge:cia

MUMBAI: Henkel India, has moved its media duties from Lodestar to Mediaedge:cia as part of a move to globally align their accounts.

The account size is pegged at between Rs 200-250 million, according to the client. Lodestar has been Henkel's media agency for the last five years.


Confirming the move to, Henkel India president and managing director Satish Kumar says,"The shift from Lodestar to Mediaedge:cia is primarily due to global alignment."


Says Mediaedge:cia India managing director Shubha George, "We are delighted to partner with Henkel in India. Mediaedge:cia has a strong realtionship with Henkel in many countries across the world. We are happy to progress this into the Asia Pacific region with India."

The range of portfolio includes laundry with Henko and Pril and consmetics with the Fa franchise, Margo and the recent launched Schwarzkopf hair colour range .

Globally, the account is handled by Mediaedge:cia, OMD and Carat. Interestingly, four agencies participated in the pitch in India - Lodestar, Media Direction, Optimum Media Solutions (OMS) and Mediaedge:cia. While Lodestar is the incumbent, Media Direction and OMS both have its roots internationally with OMD. So, a question in point here is - Why did Carat not take part in the pitch? Kumar refused comment.

No straight answers here.



Henkel India's product portfolio includes international brands like Henko, Mr. White, Pril and Fa, besides domestic brands like Margo, Neem Toothpaste, Aramusk, Tuhina and Chek.

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