Abbott India initiates creative pitch for Digene

By Shibani Gharat , afaqs!, Mumbai | In Advertising | June 01, 2012
The incumbent agency on the business is Draftfcb Ulka.

Abbott India has initiated a creative pitch for its antacid brand, Digene. The pharmaceutical company is in talks with four to five agencies in Mumbai. The incumbent on the business is Draftfcb Ulka.

Sources from the industry have confirmed the news to afaqs! on the condition of anonymity.


The company is known to have a long standing relationship with Draftfcb Ulka but now wants to take the brand to the next level. Apparently, it is on the lookout for an agency that can help with a new and evolved strategy for the brand.

Abbott Pharma plans to use a 360 degree communication effort to promote the brand. The spend on media for this financial year could not be ascertained at the time of filing this report but it is known to be substantial.

For the record, Abbott has assigned FCB-Ulka HealthCare its two flagship brands, Brufen and Digene. The agency will work to build on the strengths of these two brands.

Founded in 1888 by a young Chicago physician, Dr Wallace Calvin Abbott, Abbott Laboratories has evolved into a diversified health care company.

The pharma company's locally developed brands in India include Digene, Cremaffin, Epilex, Zolfresh and Obimet. Abbott has also brought global products including Brufen, Prothiaden, Ganaton, Sevorane, Thyronorm and Leptos to Indian consumers.

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