This is the first time that Mankind Pharma has appointed a creative agency for all three brands.
Grey has won the creative duties of Mankind Pharma's Prega News (pregnancy detection kit), Don't Worry (sanitary napkin brand), and Kustody, the deodorant brand to be introduced soon. The agency has won the creative duties through a pitch process, which also involved agencies such as IDC and Mudra.
Currently, the pharmaceutical company has a deodorant brand for men, called Addiction.
The campaigns for both brands were then conceptualised by Prachar Communication.
For the record, Mankind Pharmaceutical was established in 1995, and is currently one of the leading pharmaceutical companies in the country. In 2010, the company decided to foray into the over-the-counter (OTC) market and launched various products such as OTC drugs, condoms, pregnancy test kits, oral contraceptive pills (OCPs), sanitary napkins, and adhesive bandages.