media pitch by five agencies, Lodestar has bagged the media duties for Boots Piramal's entire brand portfolio, including the popular brands, Strepsils and Saridon. Industry sources estimate the size of the business to be around Rs 10-15 crore.
The account moves from MindShare. The creative duties are split between McCann-Erickson (Strepsils, Sweetex and Clearasil), JWT (Saridon) and Orchard (Lactocalamine).
The pitch process had two-three rounds of presentations. It is learnt through industry sources that Lodestar offered the client a detailed strategy across all the company's brands, and showcased the advantages of its segmentation tools to add an edge to its presentations.
The media mix, which is being finalised, will involve television, press and outdoor.
For the record, the Boots-Piramal Healthcare joint venture is Nicholas Piramal India's driving force in the OTC segment. In April 2002, Nicholas Piramal India increased its equity stake in the JV from 40 per cent to 49 per cent to give this segment a new emphasis.
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