DNA brand personal care products launched in Bangalore

BANGALORE: The Mysore based Rs.1.6 billion NR group today added one more brand -'DNA' to their existing kitty of Cycle, Lia, Prosperity, Ripple and NESSO, etc. brands.

Ripple Fragrances , a subsidiary of the NR group launched the DNA branded products that encompasses personal care products targeted at the premium segment.



The fragrances for DNA are created by Ripple France with creative inputs from the NR group. NR group also happens to be one of the few in India to create and blend their own perfumes in-house, this gives them the edge in understanding Indian tastes better and also juxtaposing it with the emerging trend in the global market, they claim.

The group has charted a two-phased strategy for introducing and promoting their products. During phase I, Ripple plans to introduce products in growth categories where penetration is low and growth forecasts the highest - deodorants, eau-de-perfums, shave foams and ASL in the case of personal care, whilst in the case of Air care they plan to introduce the room freshener and incense gift sets. They already have Cycle and Lia brands agarbhattis in the incense segment. They plan to continuously churn new products.

The group plans to develop a new sales and distribution network for Ripple - DNA and are targeting 1300 A outlets and 300 A+ outlets in 30 cities in the first year after launch while at the same time evolve new avenues for distribution for lifestyle accessories. NR plans to own shelf space in outlets where the target groups will shop and build a database of retailers and eventually consumers. Permitting a sampling or a 'smell test' at this retail space would be one of the ways that the group would use to entice a customer into buying and building brand loyalty. Their sales target is 300,000 deodorants and 100,000 eau de parfum in the first year.



The men's 'Blueprint' and 'Helix' deodorant sprays and perfumes and 'Species' and 'Genus' for women were launched today in Bangalore. A 150 ml deo-spray will retail at R.120/-, the larger 100 ml perfume would cost Rs.250/ a ml, whilst a smaller 50 ml would sell at Rs.160/-

During the next phase NR/Ripple intends to carry out market research to identify specific needs and introduce niche products and be an early entrant, as well as identify new avenues of distribution and innovative ways to excite the customer.

In the personal care segment they plan to introduce Bath Gel, Niche skin care, Hair gel, herbal cosmetics and in the Air care segment new fresheners, candles, oil burners will be added to the product portfolio.

During the first phase the company has planned promotion spends of Rs.10 million which will go into shelf space, sampling, events and print ads. The NR group spends Rs.80 million annually including TVCs for their Cycle and Lia brands.

Latest Reads
Wringley's Doublemint tells a 'fresh' new love story

MUMBAI: Released on Youtube on 21 October, the new TVC of Wringley's Doublemint conceptualised by BBDO Indua and directed by Shoojit Sircar has already garnered over two lac views.

MAM Media and Advertising Ad Campaigns
Flipkart announces integrated brand communication campaign

There are a host of dates earmarked in India’s annual calendar where consumers wait with bated breath to partake of the celebrations. Clearly figuring in this list is the ‘The Big Billion Days’ (BBD), that has been made popular by Flipkart over the past two years. As a concept, Big Billion Day was...

MAM Media and Advertising Ad Campaigns
Colors campaign inspires men to take over Sunday chores

Colors has launched a new movement called #SundayIsHerHoliday. The campaign -- one Sunday at a time -- is inviting every man (and woman) to participate. The goal of the campaign is to inspire and help men take over the Sunday chores of women, so she can get her much needed time off.

MAM Media and Advertising Ad Campaigns
betterU launches Diwali campaign #FestivalOfLearning

India’s online learning marketplace, betterU, has launched a unique Diwali campaign #FestivalOfLearning across its digital platforms.The campaign aims at helping people think differently about their purchases, and highlights the importance of investing for the long term on the auspicious occasion...

MAM Media and Advertising Ad Campaigns
BBH India creates live radio spots for Abbott

BBH Mumbai has released a case study on the first ever live radio spots for Abbott's The Race of Possible’ campaign, which received overwhelming response in India.

MAM Media and Advertising Ad Campaigns
Abhibus's 'Har Safar Mein Aapka Hamsafar' Mahesh Babu, India’s online bus ticket booking platform, has announced superstar Mahesh Babu as their brand ambassador. He will also feature in the company`s marketing campaign called 'Har Safar Mein Aapka Hamsafar' (With you on all your journeys, wherever you go).

MAM Media and Advertising Ad Campaigns
Posterscope rolls out 'Frooti' OOH campaign

MUMBAI: Posterscope India from Dentsu Aegis Network has rolled out a massive OOH campaign for Frooti to make the consumers Live #TheFrootiLife. The core objective of the campaign is to create high visibility and impact for Frooti in the OOH space. Targeted at audiences aged between 15-35 years, the...

MAM Media and Advertising Ad Campaigns
Q2-17: DB Corp revenue up, radio operating profit doubles

DB Corp Limited (DB Corp), home to flagship newspapers Dainik Bhaskar, Divya Bhaskar, Dainik Divya Marathi and Saurashtra Samachar reported 10.5 percent higher consolidated revenue for the quarter ended 30 September 2016 (Q2-17, current quarter) as compared to the corresponding year ago quarter....

MAM Marketing Brands
P Mark TVC features Boman Irani

MUMBAI: P Mark, the front-runner in the mustard oil segment in India, has unveiled its new TV campaign ‘one specialist to another’. Reinforcing its commitment as specialists and educating the masses about the taste, the new TVC pays tribute to P Mark’s exceptional taster in the category.

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories