afaqs!

Publicis grabs creative account of Dr Morepen

By Neha Kalra , afaqs!, New Delhi | In Advertising | June 09, 2009
The account size is estimated to be Rs 10-12 crore

Publicis India has bagged the creative duties of Dr Morepen following a multi agency pitch. The account size is in the region of Rs 10-12 crore.

Confirming the win to afaqs!, Hemant Mishra, president and chief operating officer, Publicis India, says, "The brand has good equity in the past to bank upon, and we shall help put it to use."

Apart from Publicis, the agencies that were involved in the pitch include Leo Burnett, DraftFCB Ulka, Euro RSCG, Saatchi & Saatchi and Planman Consulting.

& #BANNER1 & #In the past, the brand had been active on the advertising front, but in the last three years, there hasn't been much communication from the company.

Some of Dr Morepen's products that have been extensively advertised in the past include Sat Isabgol, Burnol and Dab Fizz. While the strategy will be to promote these brands, the company is also looking new brands such as emergency contraceptives and vitality enrichment products.

The tagline for the brand, Health in your hands, might be reconsidered. How does Publicis plan to change the scene for the brand? "Well, it's good that Dr Morepen is innovative enough with its creative ideas. One could see a change in approach, managing to get the brand become a part of conversations."

In the past, Bates 141 (then Bates Enterprise), Ogilvy and JWT have been on the brand's roster of agencies, with each of the agencies handling the creative duties of different products from the brand portfolio.

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