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Rediffusion Y & R wins creative duties for two Emami brands

The combined account size is estimated in the range of Rs.30-35 crores; Everest Brand Solutions is the incumbent on BoroPlus.

Neha S | Delhi | May 12, 2011

Emami, the Kolkata based consumer product giant, has appointed Rediffusion – Y & R to handle the creative mandate for two of its flagship brands – BoroPlus and Zandu. The combined account size is estimated in the range of Rs.30-35 crores. While the creative duties for BoroPlus moves from Everest Brand Solutions, the second agency of Rediffusion – Y&R to Rediffusion Y&R, Zandu’s creative duties were handled by independent creatives on ad-hoc basis.

“Rediffusion – Y & R has been working closely with Emami for over three years on one of our yet-to-be launched brands. They have the ability to offer the best of both worlds – benefits of a large agency and senior management involvement coupled with an agility that is crucial for our brands.  Rediffusion has built some of the iconic brands in the country and we are confident that their understanding of the category, consumer segment and clutter-breaking creative solutions will help us grow our brands to the next level” says Harsh Agarwal, Director, Emami Limited.

The product portfolio includes Himani BoroPlus Antiseptic Cream - India’s leading antiseptic cream, and other specialist creams and lotions formulated to address the needs of Indian consumers. Amitabh Bachchan and Kareena Kapoor have been the brand ambassadors of Boroplus.

Apart from handling the creative duties for Zandu Balm (the market leader in pain relieving balms), Rediffusion – Y & R will also take charge of developing the communication task for reintroducing a range of OTC products from the Zandu family. The OTC range includes heritage products such as Zandu Pancharishta and Nityam Churna.

To mark the completion of 100 years of Zandu providing Ayurvedic relief and solutions, Pandit Birju Maharaj was recently appointed as brand ambassador of Zandu Pharmaceuticals. MS Dhoni has also been endorsing Zandu Pancharishta.

Says D Rajappa, President, Rediffusion – Y & R, “We are delighted to work on Boroplus and Zandu which are both legendary brands.  They present an opportunity to create iconic work in a highly cluttered and competitive category and we are looking forward to partner Emami in their next phase of growth.”


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