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Sravanthi Challapalli

CHENNAI, Dec. 16

MODICARE, the only major Indian player in the direct and multilevel marketing sector, will launch its advertising campaign in January. To be handled by ad agency Equus, it will focus on the company's new identity, products and the distributors.

Mr Samir Modi, President and Managing Director of the company, told Business Line that the company had got a new logo which was more "global and went along with its evolution into an established direct seller."

The ad campaign was necessitated by the changing market dynamics, he said, in reply to a query on his earlier statements that the company would not advertise. "We are competing with multinationals on Indian turf and we have to do what they do," he explained.

The campaign will run in print and on TV in English and Hindi, initially.

Apart from the new logo, the company would also come out with new packaging and its products would be made more high-performing, Mr Modi said.

The company was growing at the rate of 60 per cent per annum and was well on its way to reaching a Rs 1,000-crore target by the end of fiscal 2003, he said. Its turnover now stands at Rs 250 crore. New marketing strategies, event-based promotions and new training programmes for distributors are expected to bring about this four-fold growth. It is also going to expand its presence in the personal care and cosmetics category.

The company now has 8.5 lakh distributors and has been adding around 20,000 more every month.

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