MUMBAI: Amway India, a wholly owned subsidiary of $11.3 billion Amway Corporation, has awarded the media duties of its beauty vertical to Havas Media. The agency will handle media planning and buying duties of Amway‘s beauty range of products.

The direct selling FMCG company, which offers 131 products in five categories of Personal Care, Home Care, Nutrition & Wellness, Cosmetics and great value products, had earmarked Rs. 530 million towards advertising in 2012.

Amway India CMO Naveen Anand said, "Amway today is a well known brand in India and our range is getting even more extensive to cater to a higher range of customer needs. So far we were focussed on building our Mother brand "Amway" and health & nutrition brand "Nutrilite".

"Now we have decided to launch our beauty vertical in mass media. We were looking for an agency that would do justice to our beauty vertical - we found Havas Media to be the right partners with a sound strategy and a team which showed a lot of passion for our Business."

Havas Media Group, India and South Asia CEO Anita Nayyar said, "We are delighted to have Amway as a part of our portfolio. It is a great brand to be associated with but more importantly they are a great client to work with. This is yet another very important milestone in Havas Media India‘s ambitious growth plans."