Cut the Crap bags Paras's personal care portfolio

MUMBAI: Paras Pharmaceuticals has moved four personal care brands toCut the Crap (CTC).

The account size is estimated to be Rs 50-70 million.

Earlier, Mudra handled the creative duties of Set Wet, Recova, Zatak and Eclipse.

Nearly one year ago, Livon was moved from Mudra to CTC, and evidently, the work done by the agency on the brand has made Paras shift these brands as well.

As Euro RSCG is Reckitt Benckiser‘s global agency, the entire
healthcare portfolio of Paras Pharma has been handed over to the agency, following Benckiser‘s takeover of Paras.

Cut the Crap founder and creative head Jagdish Acharya said, "The brand was struggling due to its positioning, which made it compete with big brands‘ conditioner brands. We changed its positioning to a serum that can be used everyday, even when the hair isn‘t washed.Thisthought was based on the insight that most Indian women don‘t wash their hair, everyday."

This worked for Livon and according to market sources the sales of the serum has gone up by 50-60 per cent.

Moreover, the media duties of Paras is handled by ZenithOptimedia.

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