Amar Remedies Ltd (ARL), a manufacturer and exporter of personal care products, has appointed Lodestar UM as its media agency of record. It is understood that Amar Remedies had spoken to other agencies as well before zeroing in on Lodestar UM. Prior to this, the business was with MediaVest Worldwide.
In a conversation with exchange4media, Chetan Gupta, President, Commercial, Amar Remedies Ltd, said, “We took some time to decide on our media agency. The personal care segment is a very competitive and media intensive one, and so far we have not been very aggressive in terms of our communication in this domain. We plan to get active now and we want to be sure that we make the most of our advertising budget. Every cost, after all, is an opportunity cost.”
Gupta added, “There are many media agencies that just work on media plans and are more concerned with how much money an advertiser is spending. That is not the case with Lodestar UM. They understand the domain, the key consumer insights of this domain and then they come back with a plan backed by strong media strategy. We don't see them as a media agency, but our partners and media consultants.”
Lodestar UM’s COO Nandini Dias, said, “India is a market of tremendous opportunities and personal care is an exciting category to work in, especially given the changing demands of the new breed of consumers in India. Amar Remedies Ltd has some very aggressive plans for the year ahead, and we are very keen to partner with them on the road ahead.”
ARL had appointed M&C Saatchi earlier in the year as its creative agency. However, the company has now decided to work with creative agencies on a project-wise basis. Explaining the thought process there, Gupta said, “It allows us to be able to work with a lot of new minds and give us more options in our creative communication. It would perhaps work out to be more expensive to work on a project-to-project basis, but we believe the output would be much better.”
ARL was incorporated in 1984 as Swami Aushadhalaya Pvt. Ltd. The company operates mainly in the segments of oral care, health care and beauty care.