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Madison, Law & Kenneth bag creative duties for Zandu Pharmaceuticals
Madison Creative will handle Zandu Kesari Jeevan, while Law & Kenneth will be responsible for Zandu Chyawanprash and the corporate account
Zandu Pharmaceuticals has divided its creative duties among Madison Communications and Law & Kenneth.
The Zandu Kesari Jeevan business has been awarded to Madison Creative, while the Zandu Chyawanprash business has gone to Law & Kenneth. In addition, Law & Kenneth will also handle the corporate account for Zandu Pharmaceuticals.
Zandu plans to spend around Rs 7 crore on these two brands.
Confirming this development to agencyfaqs!, Vivek Gadgil, corporate brand manager, Zandu Pharmaceuticals, says, “The agencies have won the accounts on the basis of their understanding of the brands. They had a sharper and better sense of what was expected of them.”
Gadgil points out that Zandu Kesari Jeevan, which till date was targeted at the age group of 60 years and above, will now focus on the 40 years and above group. “This has been done keeping the contemporary changes in lifestyle in mind and the agency (Madison) has been asked to work on it,” he says.
For Zandu Chyawanprash, which was positioned as an energiser, the company has asked Law & Kenneth to reposition it as an Ayurvedic medicine for people across all age groups, both male and female.
Prior to this, Zandu Chyawanprash was handled by Euro RSCG; Zandu Kesari Jeevan was handled in-house.
Prabha Prabhu, executive director, Madison Communications, says, “The client wanted us to differentiate in terms of target audience and brand positioning.”
When asked about whether they would consider appointing a brand ambassador for Zandu Kesari Jeevan, as the brand’s competitors have done, Prabhu says that they have not given it a thought till now.
The creative duties for Zandu Nityam Churna are also under review. The agencies pitching for the business are Madison Communications, Collateral and McCann-Erickson.
Talking about the media, Gadgil reveals that it will be managed in-house. “The company plans to advertise aggressively in the print and electronic media. Radio and outdoor will be considered for a few pockets.”
© 2006 agencyfaqs!