Plethico Pharma appoints Mudra Connext as AOR

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | July 22, 2008
Mudra will handle its creative duties


Connext has been appointed as AOR (agency of record) for Plethico Pharmaceuticals. The agency won the account after a multi-agency pitch.

In a conversation with afaqs!, Mubin Khan, head, Mudra Connext West, says that the agency's approach was based on market research and focussed on getting the brand in the public eye.

In an official communiqué, Khan says that Plethico is a challenging brand to handle. According to him, Plethico Pharmaceuticals is on an extremely strong growth path and has a clear vision of what it wants to achieve.

Manoj Javkar, general manager, consumer products division, Plethico Pharmaceuticals, says, "We were always on the hunt for an agency with the right approach, which would accept challenges and prove itself by way of its work. These qualities made us decide in favour of Mudra Connext."

Javkar refused to disclose the quantum of Plethico's media spend, but said that 70 per cent would be for TV, 20 per cent for print and the remainder for below-the-line activities.

Plethico Pharmaceuticals started operations in 1963. In 2002, it entered the consumer products category. Plethico is well entrenched in the semi regulated and export markets. In India, it has brands such as Travisi, Coach's Formula, Therasil and Dr Relief in the over the counter/ health care segment.

The company's creative duties will be handled by Mudra. "Plethico has never been in the media before. It has been able to establish a base for itself without any advertisements. Plethico is an innovative company and was looking for the best creative agency. It found this in Mudra," says Javkar.

Mudra Connext is one of the three independent units of Mudra Max, a vertical of the Mudra Group. It provides innovative business solutions through media to more than 30 clients across India.

Mudra Connext's clients include companies such as ACC Cement, Amway, Apollo DKV, Cera Sanitaryware, Cycle Agarbattis, HBO, MTV Networks, Paragon,, Spice Mobile, and Zenith Computers. Recently, the agency added the account to its kitty.

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