has won the media duties for Hamdard Laboratories, a Delhi-based producer of Unani herbal medicines. It is learnt that there was no pitch; Media Direction approached Hamdard proactively.
According to Perwaiz Waris, marketing manager and commercial adviser to the company, Hamdard was in the process of revamping its marketing and communication plans when Media Direction approached it. The business will be handled out of the agency's Delhi office.
The creative responsibilities of Hamdard will continue to rest with Mudra and Triton. Before Media Direction's appointment, the media divisions of these agencies used to handle the media duties for Hamdard. This is the first time that Hamdard has appointed a full-fledged media agency.
"Media Direction presented us with robust solutions that suited our needs at Hamdard," says Waris.
Around Rs 20 crore will be spent on advertising.
Hamdard owns various Unani, ayurvedic and allopathy products such as Sharbat Rooh-Afza, Cinkara, Safi and Roghan Badam Shirin.
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