afaqs!

Mankind Pharma calls for creative pitch for four of its brands

By Anushree Bhattacharyya , afaqs!, New Delhi | In Advertising | April 25, 2011
The pharmaceutical company has called the pitch for two of its existing brands - Unwanted-72 and Kaloree 1 (sugar sweetener), as well as two new products that the company will launch in the shoe care market and insect repellent category.

Mankind Pharmaceutical has called for a creative pitch for four of its brands, of which, two are the existing brands Unwanted 72 (contraceptive pill) and Kaloree 1 (sugar sweetener), and two new products that the company will launch in the shoe care segment and insect repellent category.

The size of the account is said to be around Rs 20 crore.

The development has been confirmed by a senior official of the company, who on conditions of anonymity, states that the company is bullish on building all its brands, both existing, as well as those that will be launched in the future. The company is concentrating on consolidating its portfolio of brands, and hence, getting advertising agencies to create a sharp image in the consumer's mind.

This is the third such creative pitch that has been announced by the pharmaceutical company. In March this year, the company awarded the creative duties of three of its brands -- Prega News (pregnancy detection kit), Don't Worry (sanitary napkin brand) and Kustody, the deodorant brand that will soon be introduced to Grey Worldwide.

Last week, Mankind handed over the creative mandate for three of its existing brands -- Addiction (men's deodorant), Manforce (condom), and Gas-o-fast (digestive tablet) to McCann Erickson.

For the record, Mankind Pharmaceutical was established in 1995, and is currently one of the leading pharmaceutical companies in the country. In 2010, the company decided to foray into the over-the-counter (OTC) market, and launched various products such as OTC drugs, condoms, pregnancy test kits, oral contraceptive pills (OCPs), sanitary napkins, and adhesive bandages.

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