It has been learnt that Elder Pharmaceuticals is looking for a creative agency for a couple of its brands. The process, still in its early stages, is on the threshold of being initiated in a big way.
It is further learnt that of the two products that are up for grabs, one is an existing product, while the other one is new. However, at the time of filing this report, the names of the brands could not be ascertained.
The pitch, apparently, will be based in Mumbai, the city in which the company is headquartered.
Currently, the creative agencies that are part of the process are a couple of the organisation's existing roster agencies. These are Limelight (a subsidiary of Maverick Productions) and Kiss Theory. Limelight currently handles the deodorant brand Octane, while Kiss Theory handles the oral care brand AM/PM.
The pitch is specifically for a creative agency. Currently, the media planning and buying duties are being handled by an in-house team.
For the record, Elder Pharmaceuticals was initiated in 1983 by Jagdish Saxena. The company is involved in the manufacture and marketing of prescription pharmaceutical brands, as well as surgical and medical devices.
Elder Healthcare, part of Elder Pharmaceuticals, is focussed on FMCG products and has brands such as Fairone, Fairone Man, and Tiger Balm, amongst others in its portfolio.