(Wakf) Laboratories, established in 1906, which owns brands such as Sharbat Rooh-Afza, Safi, Sualin and Cinkara, is planning to rejuvenate these classic brands using a fresh communication strategy which will look beyond the traditional media.
As its first step, Hamdard has decided to discontinue its relationship with one of its existing agencies and has called for a creative pitch. The Hamdard brands were heavily advertised a few years ago though recently they have been low on visibility. Now the plan is to rejuvenate the brands.
The Hamdard business is currently handled by Triton and Mudra. Triton handles Sharbat Rooh-Afza, while Mudra was responsible for the other Hamdard brands. As the company has formally ended its relationship with Mudra, Triton remains the only agency on board as of now.
Hamdard is also planning to spruce up its marketing team. A senior executive is expected to take over as its marketing head. The pitch for this business is expected to start next month after the new marketing head takes over.
Hamdard recently roped in Media Direction, the media arm of RK Swamy/BBDO, for its media duties. The size of the business is estimated to be Rs 20 crore.