OMS bags media duties for Amrutanjan

By , agencyfaqs! | In Media Planning & Buying | September 15, 2006
Mindshare, Lodestar Universal, Carat and Dentsu were the other four agencies in the fray for the business. The creative duties for the same are with Dentsu

OMS (Optimum Media Solutions),

Chennai, has bagged the media duties for Amrutanjan. OMS had to compete with four other agencies - MindShare, Lodestar Universal, Carat and Dentsu, which has recently bagged the creative duties for this business.

Prior to appointing OMS as the AOR, Amrutanjan was handling its media buying in-house. The company normally has a budget of Rs 5-6 crore for its media spends.

Confirming this development to agencyfaqs! Khushrav Kabraji, general manager, sales and marketing, Amrutanjan, says, "OMS provided some really in-depth inputs on our brands."

"The agency's portrayal of growth and targets in terms of market share was also strategically and fundamentally strong," adds Kabraji.

P Subramaniam, regional director, south, Optimum Media Services, adds, "We bagged the business purely on the basis of merit where we provided the company with better marketing insights."

Amrutanjan plans to foray into new and emerging categories and meanwhile also expand the market for its existing brands.

For the record, Amrutanjan has a host of brands ranging under the health care, food and medical care category. Amrutanjan's export market includes the Middle East, West African countries, Sri Lanka, Maldives, Mauritius, New Zealand, Australia, the UK and Malaysia.

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