Paras Pharmaceuticals, post a pitch process, has awarded the creative duties for its over-the-counter (OTC) brands to Euro RSCG India. Sources close to the development have confirmed this. As reported by afaqs! earlier, after the Reckitt Benckiser buyout of the Ahmedabad-based Paras Pharmaceuticals, an ad agency reshuffle was on the cards for the Paras Pharma brands, both in the personal care, as well as in the healthcare categories.
Four agencies have been on the roster for Paras Pharma: Mudra, which has handled brands such as Dermicool and Eclipse, Contract, which takes care of the Set Wet range, Saints & Warriors, which handles brands such as Zatak, and Cut the Crap or CTC, which takes care of Livon and Recova. With this development, sources say, Mudra will not work on the Paras brands.
The media duties for Paras are not under review.
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.