Total Media, Delhi, the media arm of Everest Integrated Communications and Rediffusion DY&R, has won the estimated Rs 15-crore media business of Ozone Ayurvedics, owners of skin care cream NOMARK. The account moves from Zenith Media. To begin with, Total Media will handle the media business for three brands - NOMARK, Quick (a joint pain relief balm) and ITIS (herbal eye drop). agencyfaqs! has learnt the move was not preceded by a full-fledged pitch.
Talking about how Total Media came into the picture, Rajinder Kumar, general manager, Ozone Ayurvedics, says, "Since Rediffusion handles the creative duty of NOMARK, the agency had a prior understanding of the brand. So we decided to align the AOR business with them." The company's brief to the agency is to provide good planning and buying solutions that are also value for money.
The bottomline, says the company, is that every rupee spent should bring results. "Samsung, LG, HLL, cellular service providers etc buy spots on almost the same programmes. But they are all paying different prices for the same spot. Now this how a media house brings value for your money," emphasises Kumar. As far as Zenith is concerned, Kumar claims, "Zenith had done good work in the past, but it was time to move on."
Given the competitive nature of the evolving Ayurveda industry, and with heavyweights Dabur, Himalaya and Dr Morepen getting aggressive on the advertising front, Ozone has to play its cards really well. To this end the company has doubled its media outlay - from Rs 7.5 crore (October 2001 to July 2002) to Rs 15 crore for the rest of this fiscal. In the next financial year the size of the business is expected to increase to at least Rs 20 crore.
Not just that, the company has lined up a few products for an imminent launch. Currently, the brands in the Ozone stable are NOMARK body cream and face wash, Quick, ITIS and Gard herbal anti-dandruff shampoo. And the ones slated for launch in September are NOMARK face lotion, Gulneer rose water, a new herbal shampoo whose name is yet to be finalised, and pure herbal 'singles' (products with a single herb). These include Brahmi, Ashwagandha, Neem, Karela and Tulsi capsules.
At the moment, the company is aggressively advertising its NOMARK range. Top on its agenda is the task of relaunching NOMARK cream. "Earlier it was positioned as a cream that removes marks and scars on the face. Now we are relaunching it has a body cream -which removes scars from all parts of the body," adds Kumar. The advertising campaign announcing the relaunch is going to break in all the major television networks next week, followed by campaigns on Quick and ITIS.
The media break up would be quite similar to the other players in the same space. It is heavily skewed towards TV, followed by print, radio, outdoor and special events.
Interestingly, company officials mentioned in the passing that they would not mind looking at other media and ad agencies for the other products in the pipeline. © 2002 agencyfaqs!