afaqs!

Mankind Pharma hunts for creative partner

By Anushree Bhattacharyya , afaqs!, New Delhi | In Advertising | March 20, 2012
The pharmaceutical company has called for a pitch for two new products to be launched in the eye care and skin/scar treatment categories.

Mankind Pharma is on the lookout for a creative partner for two of its new products to be launched in the eye care and skin/scar treatment categories. The pitch, which is in its initial stage, is currently underway in Delhi.

The size of the business is said to be in the range of Rs 10-12 crore.

Mankind Pharma

A senior executive of the company, who confirmed the new to afaqs! on ground of anonymity, says, "The idea is to make a clear cut impact with an unique positioning and interesting campaigns."

The media duties are being handled by Prachar Communication, which also handles the duties for other Mankind Pharma brands.

This is the second time that the pharmaceutical company has called for a multi-agency pitch. Earlier, in February, it called for a multi-agency pitch for two of its brands - Kaloree1 (sugar sweetener) and Manforce condom.

According to several media reports, Mankind Pharma is on an expansion spree and plans to launch several new products this year, especially in categories such as dermatology and cardiology. The company will also focus on aggressive promotion of its products in the over-the-counter (OTC) category.

For the record, established in 1995, Mankind Pharma forayed into the OTC market in 2010. Since then, it has launched various products including pregnancy test kits, sanitary napkins and adhesive bandages.

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