Rediffusion DYR Bangalore has won the pitch for the creative duties of Jyothy Laboratories’ mosquito repellent brand Maxo. The size of the business is estimated to be around Rs. 11 crores. According to industry sources, the pitch was aggressively contested between Mudra Communications, Equus Red Cell, Situations & Rediffusion DYR. The incumbent agency was Situations.

On choosing Rediffusion DYR, K. Raghavendra, AGM JLL Marketing Services says, “Rediffusion’s fresh perspective on the category and the novelty in its creative expression excited us to choose the agency as our partner. We are confident that with the expertise Rediffusion has in the FMCG category, and the strategic bandwidth they offer, they will be a great support in meeting our desired business objective”.

Commenting on the development, Minakshi Achan, EVP & ECD Rediffusion DYR South, says, “JLL, as an organization, has great respect and appreciation for creative work. We are excited at the prospect of partnering them in building the brand Maxo and look forward to a long and meaningful relationship with them”.

On being chosen to partner JLL in its quest to build the brand, Paritosh Srivastava, Business Head & Branch Manager, Rediffusion DYR, Bangalore says “A powerful idea that would reposition the brand in the category coupled with fresh and compelling creative in a cluttered space did the magic for us.”

Jyothy Laboratories Limited is one of the leading FMCG companies in India with an annual turnover of Rs. 400 crores and has brands like Ujala, Maxo, Exo & Maya to reckon with.

The mosquito repellent industry is poised to grow manifold in the coming years. The brand has consistently grown over the years, however, is looking ahead to capitalize on the growing market potential and attain market leadership.

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