Post Reckitt takeover, Paras Pharma brands to undergo reshuffling of agencies

By Devina Joshi , afaqs!, Mumbai | In Advertising | May 12, 2011
Currently, the Paras Pharmaceuticals set of brands are with Mudra, Contract Advertising, Saints & Warriors and Cut the Crap. With the reshuffling, Reckitt Benckiser's creative agency Euro RSCG also steps into the fray for Paras brands.

After the Reckitt Benckiser buyout of the Ahmedabad-based Paras Pharmaceuticals, an ad agency reshuffle is on the cards for the Paras Pharma brands, both in the personal care as well as healthcare categories. Personal care brands include popular names such as Livon, Borosoft, Recova, the Setwet range and Zatak, whereas popular healthcare brands include Moov, ItchGuard, RingGuard, the Dermicool range, and D'Cold.

Currently, Paras Pharma has four agencies on its roster: Mudra which handles brands such as Dermicool and Eclipse, Contract that takes care of the Setwet range, Saints & Warriors that handles brands such as Zatak, and Cut the Crap or CTC, which takes care of Livon and Recova.

The entire Paras portfolio is set for reshuffling among these four roster agencies. With the Reckitt takeover, such a reshuffle seems to be the next logical step, according to a senior source at Paras Pharma.

Furthermore, Euro RSCG, which is Reckitt Benckiser's creative agency in India, has also stepped into the fray for Paras brands owing to the Reckitt connection, the source adds. So, in all, the Paras brand portfolio shall be reshuffled amidst these five agencies.

Other external agencies are not being entertained for this review process. It is also possible that out of Paras' current set of roster agencies, one or two agencies may be knocked off the roster. However, this does not imply that Paras brands will land up with one agency alone; the portfolio shall belong to two or more agencies, as per the decision of senior executives of Reckitt.

As of now, this reshuffling is only on the creative front; the media duties for Paras brands are not up for review, as things stand.

As is known, in December 2010, Reckitt Benckiser of the UK, announced its decision to buy out the Ahmedabad-based Paras Pharmaceuticals for Rs 3,260 crore.

For the record, the Reckitt Benckiser portfolio of brands include Lysol, Dettol, Vanish, Durex, Airwick, Mortein, Veet, Clearasil and Strepsils, among others.

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