Lowe Lintas bags creative duties of Mayden Pharma

By afaqs! news bureau , afaqs!, Mumbai | In Advertising | February 24, 2010
The Cochin-based herbal medicine brand had called for a multi-agency pitch; Lowe Lintas will handle the account out of Mumbai

Lowe Lintas has won the creative mandate for Mayden Pharma India, a Cochin-based herbal medicines (over-the-counter and ethical) company. The account was won in a multi-agency pitch and will be handled out of Mumbai.

The agency will handle various aspects related to the brand's communication development, such as strategic planning and brand launches.

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"It was more of strategy-based pitch, rather than creative. Lowe's ability to think out of the box helped us win the business," Tarun Chauhan, senior vice-president, Lowe Lintas tells afaqs!.

Commenting on the win, Sujit Nair of Lowe Lintas says, "The category is exciting and Mayden Pharma's plans are ambitious. It's a massive opportunity for the brand. We are all charged up to make the most of it."

The team on the account will be led by Nair, with Arun Raman as the strategic planner. Subramani Ramachandran and Rajeev Hajare will head creative and client servicing, respectively.

"Lowe's strategic approach towards the brief, creative solutions to building the brand and 360- degree capabilities helped to swing the decision in their favour," says Navin Nair, executive director, Mayden Pharma.

"With the brand insights from Lowe Lintas, we also intend to introduce a number of significant innovations in our ayurvedic range of products," he adds.

Mayden Pharma currently operates in 14 states and trades through the ethical route for its branded penicillin range. The company intends to go both the ethical and OTC way for its ayurvedic range by March 2010.