afaqs!

Ranbaxy sides with Everest Brand Solutions for pain relief brand Volini

By Anushree Bhattacharyya , afaqs!, New Delhi | In Advertising | September 20, 2011
The agency won the business through a multi-agency pitch that took place in Delhi over the last two months, and included agencies such as Hammer and Eleven. Saatchi & Saatchi was the incumbent agency.

Pharmaceutical company Ranbaxy Laboratories has appointed Everest Brand Solutions as the creative agency for its pain relief brand Volini. The agency has won the business through a multi-agency pitch that took place in Delhi over the last two months, and included agencies such as Hammer and Eleven.

The size of the business is said to be about Rs 15 crore.

The news has been confirmed by a senior official of the company on conditions of anonymity, who says that a new agency has been brought on board to give the brand a further push in the market.

Saatchi & Saatchi was the incumbent agency on the business. In 2007, the company had appointed it as the creative agency for the brand after Volini was re-launched as an over the counter (OTC) product.

Prior to that, Volini was a prescription drug. Currently, the brand offers pain relief products including gel, spray and tablet variants.

For the record, incorporated in 1961, Ranbaxy has a presence in 23 pharmaceutical markets of the world. The company, in its official website, claims to have global footprints in 46 countries, with manufacturing facilities in seven countries, and serving customers in more than 125 countries. In June 2008, the company entered into an alliance with Daiichi Sankyo Company, one of the largest Japanese innovator companies, to create a generic pharmaceutical powerhouse.

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