Carat India has won the integrated media mandate of Pfizer Magnum's business division following a multi-agency pitch. The agency will start work on the partnership with the launch of the campaign for the Gelusil sachet, which features Bollywood actor and brand ambassador Javed Jaffrey.
Commenting on the account win, Kartik Iyer, managing director, Carat India, says, "We are delighted that Pfizer found value in the unique approaches we presented on the tasks we were briefed on. It's an absolute honour to have been selected as its partner. We look forward to partner the team in creating integrated engaging solutions in order to take the various brands of Pfizer from strength to strength in India."
Himanka Das, senior vice-president - West, Carat India, says, "We are delighted to handle a portfolio of heritage brands such as Gelusil and Becosules capsules that will push us to take the brand conversations to the next level through the innovative path, breaking approaches both traditionally and digitally. This is a tremendous opportunity for us to leverage our strengths in consumer insights through our proprietary tool CCS to deliver cutting edge integrated media strategy in a digitally convergent world."
Pfizer India is a major player in the over-the-counter (OTC) category. The company's flagship antacid brand Gelusil has launched a 10 ml sachet recently. It aims to leverage Gelusil in sachets for attracting new markets and reach out to consumers at lower price points in the country. Gelusil, which is currently sold in two dosage forms - liquid and tablets, will now soon be sold in 10 ml sachets.
Carat is one of the seven global network brands of Dentsu Aegis Network. The other companies in the network include iProspect, Isobar, Posterscope, Vizeum, MKTG and Amnet.