Previously, the account was with Triton Communications.
Speaking about the development, Tarundeep Singh Rana, senior general manager and head, marketing, Hamdard Laboratories (India), says, "RoohAfza is in the process of charting a fresh creative thought to complement the brand's aggressive growth plans. Our requirement included a perspective that has the potential of leveraging our innately strong brand and providing the thrust to take it to the next level. And, JWT Mindset came with an in-depth understanding of the brand's strategic requirements and a contemporary and creatively cultivated approach to deliver the same."
Ram Gedela, managing director, JWT Mindset, says, "We are extremely glad to be associated with the iconic brands of Hamdard. Most of us have grown up seeing these brands in our home. RoohAfza has been a cult brand of sorts. We are delighted to have won the business through a multi-agency pitch."
Initiative takes care of the media duties for Hamdard.
Hamdard Laboratories operates in the category of health and wellness and was set up in 1906 in Delhi. It is one of the major players in the OTC healthcare sector with more than 600 OTC and ethical products, including popular household brands like RoohAfza, Safi, Roghan Badam Shirin, Cinkara, Sualin and Joshina.