Network Advertising has been awarded the creative mandate for Bajaj Consumer Care’s Coconut Oil, Amla and Gulabjal portfolios following a multi-agency pitch. The scope of work spans strategic planning and creative development across television, print and outdoor media, supporting Bajaj’s push to strengthen brand distinctiveness in the saturated coconut and amla oil categories.
Vinod Nair, managing director, Network Advertising, said the assignment presents “a sharply defined strategic opportunity.” He noted that Bajaj is aiming to carve out a strong challenger position in categories shaped by long-held consumer habits. “Our solutions will be anchored in cultural understanding, precise brand definition and memorable storytelling, ensuring these brands stand apart in a crowded landscape,” he added.
Sanath R Pulikkal, CMO, Bajaj Consumer Care, said the agency’s pitch stood out for its energy, collaboration and unconventional thinking. “Coconut and Amla oils are deeply penetrated, highly competitive segments. We were looking for a partner capable of pushing boundaries and challenging category norms. Network’s strategic clarity and creative freshness aligned perfectly with our ambition to elevate the brands,” he said.
The mandate strengthens Network Advertising’s footprint in FMCG and personal care, adding a high-involvement portfolio that demands sharp differentiation and consistent consumer relevance in mature product segments.
