MUMBAI: TBWAIndia is expanding its role at Jyothy Laboratories. The agency will also be handling the creative duties of the Fa deodorant brand.

TBWAIndia already works with Jyothy Laboratories as a communications partner for its brand of dishwashing agents, Pril.

The new account will be handled by the agency’s Mumbai office.

“This move is an expression of our appreciation for the commitment that TBWA has displayed on brand Pril,” says Jyothy Laboratories general manager of marketing services K Raghavendra.

The category of deodorants is crowded with several established brands jostling for consumer attention.

Says TBWAIndia MD Nirmalya Sen, "It is even more heartening when existing clients reaffirm their faith in the agency in the form of new brands. We are elated to get this opportunity to help create in India, one of the world’s best-known brands of body care, Fa. The deodorants category is steeped in conventions and we look forward to the challenge of bringing disruptive thinking and work to the table.”