Close on the heels of a multi-agency pitch that took place in Delhi recently, GlaxoSmithKline Consumer Healthcare (GSKCH) has awarded its Iodex business to Leo Burnett. The incumbent on the account is JWT. The business is estimated to be over Rs 10 crore. Other agencies that were invited for the pitch included Ogilvy & Mather, Grey, Publicis India and incumbent JWT.
Though no official confirmations could be obtained at the time of filing this report, industry sources have confirmed the news to exchange4media. The Iodex portfolio comprises brands like – Iodex Balm, Iodex Double Power, Iodex Headfast and Iodex Ultra Gel. Out of these, Iodex Ultra Gel was launched by the group in 2011 in the creams and gel segment.
Last time a campaign was released by the brand was in 2010, when it had launched its brand Headfast in order to establish it as a pain relief balm for ‘above the neck’ areas too. The campaign was created by JWT. JWT Delhi had won the creative duties of the brand from Bates (then Bates Enterprise) in 2006. The agency has had a long-term association with the brand since its inception.
For the record, Iodex is a trusted brand in India since 1919. It competes in the topical balms segment with a promise of quick relief for backaches. The brand was re-launched in 2006 on the face of stiff competition from new entrants in the same category.