Percept/H has been roped in to handle the creative duties for the Shingar Group. The Group has been at the cutting edge of the cosmetics industry in India over the last 50 years and Indian women have grown up with this brand. The Shingar product portfolio contains the popular Kumkum, Sindoor and Kajal brand Shingar, and the popular cosmetic brand Tips & Toes.
Percept/H won the account on the basis of its strong credentials and the strategy presented to re-establish the brand in the market.
Said Mr. Hemant Topiwala, Managing Director, Shingar Ltd., “It is a pleasure re-establishing our relationship with Percept. We have seen the enthusiasm and passion in Team Percept towards our brand. We look forward to some path-breaking creative and strategic inputs from the agency. At Shingar we are focused on product innovation and hence need to enrich our marketing and brand through equally innovative promotional techniques.”
On winning the business,Prabhakar Mundkur, Chief Executive Officer, Percept/H said, “We are very excited to win this business. Shingar is a beauty brand with a rich heritage in the country. It’s an honour to be associated with the brand.”
Percept/H will be responsible for re-energizing both the brands, Shingar and Tips & Toes. Currently the brand Shingar caters to the lower and middle segment but it hopes to build a premium image for itself with new product lines under the Tips & Toes brand umbrella.
Tips & Toes has a large market share in Southern and Eastern India. With the intention to expand its market share and gain acceptance in the Western and Northern markets of the country, the brand is making an attempt to connect to its well dispersed target audience.