In a multi-agency
pitch which happened about two months ago, Dentsu Communications, Delhi, has bagged the advertising duties for the homoeopathy multi-national, Schwabe. Schwabe India is the Indian arm of the Germany based homoeopathy company, Dr Willmar Schwabe Arzneimittel. It has 15,000 products the world over.
Commenting on the development, Bharat Bhardwaj, marketing head, Schwabe, says, "Schwabe is entering the over-the-counter (OTC) segment in India. Out of the agencies that pitched for the account, Dentsu's umbrella branding strategy was found to be the most effective, innovative and flexible."
Harish Arora, vice-president, Dentsu Communications, Delhi, says, "The homoeopathy category is centred on trust. Although the category is not new to Indians, Schwabe has never been formally communicated in India. Dentsu Communications will play a pivotal role in strengthening the client's communication."
Ruchira Raina, executive director, Dentsu Communications, adds, "Schwabe is a unique category. Dentsu Communications will understand the exact brand requirements and create a suitable communication model."
The media mix for the business will consist mainly of print, outdoor advertising, Internet, radio and below-the-line activities. Initially, television commercials are not being considered as part of the mix.
Schwabe follows World Health Organization (WHO) standards of good manufacturing practice (GMP). Schwabe India products include a range of mother tinctures, dilutions, trituration tablets, alfalfa tonic, speciality formulations for common ailments and topical creams and gels.
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