MUMBAI: Maa Communications Bozell's (Bangalore) has won the brand strategy duties for N Ranga Rao Group's (NRR) Ripple Fragrances and their two new brands, Iris and Lia.

The pitch for the Rs 20 million business took place late last year with no other agency competing for the brands. "Maa Bozell has had a long standing relationship with the NRR Group. This association has enabled us to understand the Group and the brands they have to offer. This, combined with the experience we have in the Retail and Lifestyle market, made us the ideal partner to launch their two new brands from Ripple Fragrances", commented Maa Communications Bozell Ltd. managing director Bunty Peerbhoy.

The group's flagship brand is 'Cycle Pure Agarbathies' and currently has a range of deodorants for men and women. They are looking at introducing a complete personal care brand, including a range of international soaps, shaving foams and lotions, states an official release.

Peerbhoy added, "Our brief was to launch Iris, as a lifestyle luxury fragrance brand and reposition Lia, an existing Agarbathi brand, moving it away from its current perception. Our strategy mainly consists of below-the-line and in-store promotions rather than using main-stream advertising."

Ripple Fragrances business architect Anik Bannerjee said, "Maa Bozell clearly understood our requirement for the two brands. The value they brought to the table was their experience and knowledge which will undoubtedly translate to the successful launch and positioning of Iris and Lia."