Carat India wins media mandate for Pfizer Magnum Business Division

The first campaign of the partnership will be the pan India launch of Gelusil in 10 ml sachets

BestMediaInfo Bureau | Mumbai | March 21, 2016

Carat India has won the integrated media mandate for Pfizer Magnum Business Division, in a multi-agency pitch. Carat won the business, for its integrated communication approach and innovative ideas that will enhance the brand image.

Pfizer was looking for a media partner who understood its brand vision and was in alignment with its core values for managing media investments in a complex and growing market like India. The pan-India launch of the Gelusil sachet will be the first campaign to roll out from this partnership.

Actor and comedian Javed Jafri, who is the brand ambassador, lends an element of humour in the campaign. The Gelusil sachet will be launched in a multimedia campaign, encompassing traditional media, digital and out-of-home. The commercial adopts an interesting storytelling format to engage the audience.

The company's flagship antacid brand, Gelusil, is being launched in 10 ml sachets. Gelusil in sachets will help the company attract new markets and reach out to consumers at lower price points. At present, Gelusil is sold either as a liquid or as tablets.

Kartik Iyer

Kartik Iyer, MD, Carat India, said, “We are delighted that Pfizer found value in the unique approaches we presented on the tasks we were briefed on. By creating integrated engaging solutions, we look forward to partnering the team in taking the various brands of Pfizer from strength to strength in India.”

Pfizer India is an important player in the over the counter (OTC) pharmaceuticals category. The brand, Gelusil, has been able to appeal to a relatively young consumer segment and so has a wide consumer base.

Himanka Das

Himanka Das, Senior Vice President (West), Carat India, said, “We are delighted to handle a portfolio of heritage brands such as Gelusil and Becosules that will push us to take the brand conversations to the next level through innovative path breaking approaches both traditionally and digitally. Our vision is to redefine media strategy to deliver gold-standard approach when it comes to the clients' businesses through media and communications. This is a tremendous opportunity for us to leverage our strengths in consumer insights through our proprietary tool CCS to deliver cutting edge integrated media strategy in a digitally convergent world.”

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