Amrutanjan initiates pitch for Aromatic Balm

Headache and pain management brand Amrutanjan is currently on the lookout for a new creative partner. The pitch is specifically for the mother brand, Amrutanjan Aromatic Balm (informally known as Yellow Balm), the company's flagship brand, which is popular in the pain relief space.

In September 2011, on the occasion of completion of 118 years of its existence, Amrutanjan underwent an extensive re-branding process involving a new brand identity, revamped logo, fresh tagline and different packaging.

Conceptualised and executed by Shining Consulting, the new logo is a round, sphere-like form that incorporates the colours green, blue, red, yellow and white (the colours of nature). The brand name 'Amrutanjan' is written in black at the centre of the circle and the words 'Since 1893' are written above it, while the brand's new tagline, 'Pure Healthy Essence', is mentioned below it.

Earlier, the logo was a square-shaped unit that bore the colours buff yellow and dark green, with 'Amrutanjan' written in white letters.

Mudra South has worked on the creative duties for this account in the past.

Vizeum India, part of the Aegis Media Group, handles the media planning and buying duties for Amrutanjan; the agency was awarded this account in February, 2010. Earlier, the media mandate was with Media Direction, the specialist media services wing of the R K Swamy Media Group.