Conversation LAB has been appointed as the digital agency of record across the range of hair care products. TCB started off in 1975 as an ethnic hair care line with eight products and has since grown to become a leading hair care brand for African women. Godrej Consumer Products acquired the brand in 2016 and has been working on plans to re-launch into the South African market.

Kgaugelo Mokoka, head of marketing for Godrej South Africa, says, "We already had a long-established relationship with Conversation LAB across our business where we have done some great work together, so we believed it made sense to award the TCB brand to them." 

The agency will be responsible for all content across the digital eco-system — from social to web to SEO. Conversation LAB has in-house videographers and motion designers who aim to ensure that a wide range of content formats will be developed for all platforms. Central to the strategy is focusing on helping consumers with a range of how-to videos and tutorials.

Kevin Power, group managing director of Conversation LAB, says, "Godrej is an amazing global company with a stunning suite of brands — most of which are market leaders. Its focus now is emerging markets in Africa, Asia and South America, and we are thrilled to be partnering with [the team] on this journey of growth and expansion in South Africa with the TCB range. Exciting times for all."

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