Blackpencil India wins creative mandate for Viva

By Shibani Gharat , afaqs!, Mumbai | In Advertising | September 21, 2011
A brand of Surya Healthcare, Viva is a growing retail pharmacy chain in India.

Blackpencil India, the latest agency from the Leo Burnett group worldwide, has won the creative and strategy account for Viva-Your Family Chemist. Viva, a brand of Surya Healthcare, is a growing retail pharmacy chain in India, with more than 230 outlets, offering medicines, healthcare and preventive products.

Blackpencil has won the account on a retainer-ship basis. The size of the business win remains undisclosed. Along with the 2010 established Blackpencil, the creative pitch also saw the participation of agencies like McCann Healthcare, along with several others.

Speaking about the win, Samarjit Choudhry, executive director, Blackpencil India, says, "It is great to be associated with Viva. Retail and healthcare are both high-growth and challenging businesses. We are looking forward to partnering with them and pioneering great work in this space."

Choudhry further says that in the retail pharmacy space, no big brand exists. "The category is still at a nascent stage in India."

Noshetoceanic will manage the media mandate for this particular brand. As part of the strategy, there will be a lot of on-ground activation. "The category demands it," says Choudhry.

Speaking about Viva, Sameer Poddar, assistant general manager, marketing and branding, Surya Healthcare, says that as the company has entered the organised retail pharmacy segment, there is a need to create a unique brand space for Viva in the consumer mind. "With Blackpencil, we found not just a willingness to go beyond the ordinary, but also a good strategic understanding of what we are seeking to do. We aim to position ourselves as a specialist in the field."

To this Choudhry adds, "As creative partners, we want to articulate what the brand means for the consumer."

Surya Healthcare, a subsidiary of Surya Pharmaceuticals, is involved in the trade and distribution of pharmaceuticals, medicines, antibiotics, vitamins, vaccines, biological and proprietory medicines, surgicals, and other products.

Surya Pharmaceuticals is involved in the manufacture and supply of pharmaceuticals.

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