Exide, Polycrol Antacid fall into McCann-Erickson’s kitty

Although the agency confirmed the win, executives there were not willing to comment on the size of the business. However, industry sources claim that the Exide business is worth around Rs 5-6 crore, while the Polycrol ad spends are pegged at around Rs 2-3 crore

Following multi-agency pitches, McCann-Erickson, Mumbai, has scored two wins: car battery brand Exide and Boots-Piramal Healthcare’s antacid brand, Polycrol. Confirming these two business wins to agencyfaqs!, Prasoon Joshi, regional creative director, South and South East Asia, McCann-Erickson, says that Exide is an iconic brand that has built a solid reputation for itself. But Joshi declined to divulge any further details.

As per certain informed industry sources, the size of the Exide business is around Rs 5-6 crore, whereas the Polycrol ad spends are pegged at around Rs 2-3 crore. However, no confirmation on these figures could be sought from the agency.

It is learnt that Equus Red Cell used to handle Exide Car Batteries earlier, but for the past year or so, there hasn’t been much visible work on the brand. One of the last seen campaigns for the brand was ‘India Moves with Exide’. It is learnt that while, earlier, the brand was content with keeping a low profile, it now wishes to get more aggressive on the advertising front. As far as the media mix goes, mass media (including television) will play a large part. In fact, Exide was even handled by Rediffusion DY&R a few years ago.

Polycrol, on the other hand, is an OTC antacid, marketed by Boots-Piramal Healthcare, the 51:49 per cent joint venture between UK-based Boots plc and Nicholas Piramal India.

Have news to share? Write to us atnewsteam@afaqs.com