MUMBAI: Jyothy Laboratories has awarded the media planning mandate for the recently acquired Henkel portfolio to DDB Mudra Max following a multi-agency pitch. LMG has been awarded the media buying duties for the same.

The pitch saw participation from three of the firm’s roster agencies – DDB Mudra Max, OMD and LMG.

Before the takeover, DDB Mudra Max was in charge of media planning for Jyothy Laboratories and LMG handled its media buying responsibilities. Henkel’s media buying and planning was handled by OMD.

In view of this development, OMD’s responsibilities on the Henkel account have been split between DDB Mudra Max and LMG and it will no longer work on the account.

Speaking to indiantelevision.com DDB Mudra Max president and head media NP Sathyamurthy said, “We have a decade long association with Jyothy Labs and it was our team’s wisdom on the business combined with our ability to provide end-to-end media planning solutions that worked in our favour.”

The Mumbai office of DDB Mudra Max will be handling the account and Sathyamurthy will be in charge.

In totality, the account is estimated to be worth Rs 1.50 billion.

Last year Fabric whitener and detergent maker Jyothy Laboratories bought 51 per cent stake in Henkel AG‘s Indian arm for Rs 5.7 billion.