Elder Pharma all set to initiate creative pitch process

By Ashwini Gangal , afaqs!, Mumbai | In Advertising | July 19, 2011
The pitch is for a couple of brands, of which one is a new product, while the other, an existing product.

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 news has been confirmed to afaqs! by a senior official at the company's Mumbai office, on grounds of anonymity. The source further informs that the creative pitch is in its initial stages and the authorities at the company are yet to send out official pitch invitations to creative agencies.

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.

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