Grey wins creative mandate for three Mankind brands

By Anushree Bhattacharyya , afaqs!, New Delhi | In Advertising
Published : March 11, 2011
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.

A senior official at Mankind, who, on conditions of anonymity, has confirmed the win, saying that this is the first time the company has appointed a creative agency for its brands. The company will be launching its new deodorant brand, Kustody, which targets women in SEC A and B, by the end of April.

Currently, the pharmaceutical company has a deodorant brand for men, called Addiction.

Mankind had launched Prega News and Don't Worry in 2010. Advertising campaigns were also launched to promote the brands. While the TVC for Prega News featured the female actors from the daily serial Balika Vadhu, targetting urban and semi-urban areas, for its sanitary napkin brand Don't Worry, the company had launched a series of campaigns.

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.

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