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From 'The Mobile Indian'
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Three brands - Set Wet, Livon and Zatak - changed hand twice in recent times. In 2010, these three brands, owned by Paras Pharma, were bought over by Reckitt & Benckiser (R&B). However, 18 months later, they changed hands yet again - this time from R&B to the Indian FMCG major, Marico.
So what happens when brands are acquired or merged, that too so often? Industry observers opine that usually, in low-to-medium involvement category, the consumer is unperturbed by the change. And, if the brand holds a strong identity, the effect is zero. Unless the company makes an effort to communicate the same, consumers wouldn't even be aware of any such change.
"If the brand is Dettol, how does it matter who owns it," states Anand Ramadurai, head, marketing, MIRC Electronics.
The social networking giant recently announced that it has added support for Hindi to its Facebook for Every Phone mobile app and announced its plans to roll out the app in seven other Indian languages. afaqs! talks to experts to gauge how this move will drive the adoption of language content on mobiles.
As of now, JWT Chennai is the creative agency on the cement part of the account. The corporate duties for the parent brand lie with JWT Delhi.
