Zydus Cadila moves EverYuth Skin Vitalizer to Triton; calls for media pitch

Ahmedabad-based pharmaceutical company Zydus Cadila has appointed Triton, Ahmedabad, to handle the creative duties of its flagship brand EverYuth Orange Peel-Off Face Mask. The account moved from Mudra, Ahmedabad, which had been handling the brand since it was launched in India about five years back. Mudra, however, retains the creative duties of the other EverYuth sub-brands, namely, EverYuth Facial Scrub and EverYuth Clear-Skin Face Pack.

Besides Triton, the other agency in the fray for the Rs 3-crore account was Grey Advertising, Ahmedabad. According to Jyoti Shirali, deputy general manager, Zydus Cadila, "We felt that the brand was stagnating and needed a face-lift. So we started looking around for a new agency. We decided to go with Triton on the basis of the strength of their creative inputs."

The importance of EverYuth in the Zydus Cadila portfolio can be gauged from the fact that the brand contributed around Rs 14 crore to the company's turnover last fiscal and was one of the faster growing brands in Zydus' repertoire till year before last. But it seems the brand has started stagnating in recent times, which explains the company's efforts at a quick makeover. To this end, Shirali said, Zydus Cadila is looking to relaunch EverYuth Orange Peel-Off Mask as EverYuth Skin Vitalizer to convey its new enhanced positioning. "We felt that the earlier proposition of ‘Look beautiful in 10 minutes' had outlived its usage. So we decided to reposition the brand on the plank of skincare rather than as a home facial," she added.

Sources at Triton indicated the new campaign would break around the festive season of Dusshera. Though the campaign will be television-lead, print will play an important role in carving the new image of the product.

Industry sources also said that the Rs 873-crore pharma company is scouting for an Agency of Record for the entire EverYuth range as well for its low-calorie sweetener Sugar Free. The media business for these two brands put together would be in the vicinity of Rs 11 crore. Without going into the details, agency sources said that besides Mudra and Triton, two Mumbai-based agencies have thrown their hats into the ring for this business.

For the record, Sugar Free is the first aspartame-based sweetener to be introduced in India and is the market leader today with over 60 per cent share. This brand contributed about Rs 25 crore to the company's turnover last year. "These two brands have not been very high profile in the media in the last few years. By opting for a fresh agency alignment the company is obviously aiming to derive the best benefits from consolidation," said an executive close to the event. © 2002 agencyfaqs!