MUMBAI; Jyothy Laboratories has appointed Cut The Crap as the creative agency for its liquid fabric whitener brand Ujala.

The agency has won the account following a multi-agency pitch that took place a month ago.

The incumbent agency on the account is Situations Advertising that has been handling the creative duties of the brand since over a decade.

Cut The Crap founder Jagdish Acharya told Indiantelevision.com, "Yes, we have won the account. Ujala is an iconic brand and the challenge for us is to take it further. We had given a presentation on the same following which we bagged the account."

The agency has earlier worked for Livon, a Paras Pharmaceutical product, when its CEO was S Raghunandan who is the current CEO of Jyothi Labs. The agency feels that the success of Livon‘s campaign helped them participate in the pitch.

The agency has already commenced work on the campaign. It is estimated that the company would spend around Rs 250 million on advertising of brand Ujala.