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Initiative Media is Zydus Cadila AOR

By , agencyfaqs! | In | November 01, 2002
Zydus Cadila Healthcare has appointed Initiative Media as its media planning and buying agency


Zydus Cadila Healthcare has appointed Initiative Media, the Rs 1,000-crore media outfit, as its media planning and buying agency. "With this win, Initiative Media's position becomes formidable in Ahmedabad, where it handles the IDEA cellular business. We are very proud of this win and are very confident of offering the best media product to Zydus Cadila Healthcare," says Ashish Bhasin, president, Initiative Media.

The agencyfaqs! team is also happy because Initiative Media got the lead to run for the business from a story on our website. Concedes Bhasin, "We spotted a small piece on agencyfaqs! about Cadila's advertising plans. It sounded very interesting." Adds S Yesudas, vice-president, Initiative Media, "We immediately got to the client. By this time the client had almost decided to go with one of the other agencies that pitched for it. Mudra's OMD, Media Edge and Maximize were in the fray, among others. Since we insisted, the client kindly agreed to hear us."

Here it is pertinent to recall the story we ran in September (Zydus Cadila moves EverYuth Skin Vitalizer to Triton; calls for media pitch, September 17), in which we reported that the Ahmedabad-based pharmaceutical company was scouting for an Agency of Record for the EverYuth range of products as well for its low-calorie sweetener Sugar Free. The media business for these two brands put together would be in the vicinity of Rs 11 crore. That was the time when Zydus Cadila appointed Triton, Ahmedabad, to handle the creative duties of its flagship brand EverYuth Orange Peel-Off Face Mask.

Though a late entrant in the fray, it is obvious Initiative Media's presentation went off marvellously. "This is an amazing victory for us," says Yesudas. "The challenge was to put together the presentation within 48 hours. Initiative Media's passionate team did it. We had two rounds of presentation in a span of four to five days. At the end of it, we were the clear winners."

Yesudas assures, "It is a wonderful client to work for. We are happy that we will have a significant part to play in building their brands. Our team is raring to go. The activity is scheduled to break by end October." © 2002 agencyfaqs!


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