The agency plans to reposition and rebuild the brand, as parent company Vasu Healthcare plans to further the cause of Ayurveda in the country.
Continuing with its series of new business wins in the recent past, brand building specialists, Ignite Mudra, has added yet another account to its kitty by bagging the creative duties for Trichup hair care products.
The brand belongs to the Baroda-based Ayurvedic healthcare company Vasu Healthcare.
IBD Percept is the incumbent agency on the account.
Ignite Mudra will work on the strategy and creative deliverables of Trichup, and a few other Vasu Healthcare brands with need-based budgets.
D K Mehta, vice-president, marketing, Vasu Healthcare, points at the strong credentials of Ignite Mudra in creating numerous brands from scratch as the reason that helped the agency bag the account.
"Ignite Mudra has built a number of brands such as DermiCool, Itch Guard, Krack and Livon among others, which are categories in themselves. The agency has the right talent base to take Vasu Healthcare to the next level. The team inspired enough confidence in us, and the appointment was made without going through the entire pitch process," says Mehta.
The 31-year old Vasu Healthcare present in the ethical market, is a significant player in the orthopaedic and urology segments. Through Trichup, Vasu Healthcare has begun focussing on the OTC market in the last 2-3 years, with its OTC division known as Vasu Wellness.
Going forward, the communication for the brand would emphasise a lot on ATL activities, says Banerjee.