Bates 141 bags Win Medicare

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | March 25, 2009
The agency will also be responsible for the advertising needs of two brands, Norlevo and Mederma

Following a multi-agency pitch, Bates 141 has bagged the creative duties for the OTC division of Win Medicare, the pharmaceutical company of the Modi Industries Group.

The pitch process, which began in February this year, involved creative and strategic presentations.

The Delhi branch of the agency will be responsible for all the advertising activities for the brand, above-the-line and below-the-line. As part of the creative assignment, the agency would look after the two brands, Norlevo -- an emergency contraceptive, and Mederma -- a scar treatment solution.

Over the next five years, Win Medicare's OTC division plans to walk up the growth chart.

Jayanto Banerjee, executive vice-president, Bates141, says in a press release, "It's a good win for the agency. Win Medicare is a great company with fantastic brands, and we hope that this is the beginning of a long relationship. The brands have some unique challenges in the market and have the opportunity to create new categories."

He adds that the brands have not been advertised much, apart from some print advertising, though, nationally. This time, the television medium would also be considered.

"Though Norlevo was the category mover for emergency contraceptive pills, I-Pill ate into their share by taking to advertising first. Now, they are taking a serious look at television and giving a push through brand positioning," reveals Banerjee.

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