Vizeum India, part of the Aegis Media Group, has won the media duties for Amrutanjan. There was no pitch for the account and it was handed to Vizeum from the incumbent, Media Direction, the specialist media services wing of the RK Swamy Media Group.
Industry estimates peg the size of the account at Rs 15 crore.
"We want to partner it as its extended brand management team and not just the media AOR and jointly figure out a long term business strategy."
Well over a century old, Amrutanjan Healthcare specialises in balms for headaches, cough and cold. Amrutanjan Pain Balm (Yellow Balm) is the flagship brand of the company.
The business will be handled out of the Chennai office of Vizeum, under the leadership of EM Sreeneelakandhan, general manager, South, Vizeum.
Vizeum India handles brands such as the Essar Group, Luxor/Parker, BSA Motors, Giovani and iPlayUp. Operating in 48 countries, Vizeum's global client list includes brands such as Coca-Cola, Ray-Ban, DHL, Panasonic, Bacardi and Lavazza.