Following a multi-agency pitch, Hamdard (Wakf) Laboratories, Delhi has assigned Karishma Initiative (KI), a wholly-owned subsidiary of Lintas India Pvt Ltd as its media AOR. The agency will handle the entire product portfolio including its hero brands - RoohAfza, Safi, Roghan Badam Shirin, Cinkara. The pitch saw participation of five agencies besides Lintas India’s Karishma Initiative. The account size is pegged at Rs 30 crore.
Speaking about the development, Arshad Siddiqui, Chief Marketing Officer, Hamdard (Wakf) Laboratories said, “We are pleased to have Lintas India’s Karishma Initiative as our Media partner because they understand our strategic requirements. We evaluated all the agencies primarily on four fronts, Appreciation and understanding of brand goals, recommended strategic inputs, proposed media strategy and team in the forefront, Lintas was good in all the areas. We look forward to a long term association with them.”
NP Sathyamurthy, CEO, Karishma Initiative, added, “It is a significant win for Karishma Initiative Delhi operations, and we are delighted because of two reasons. One, Hamdard’s multi brand portfolio targets varied audience sets, which is a challenging task. Secondly, we won the pitch against many large and worthy competitors.”
Karishma Initiative (KI) delivers a suite of media solutions to clients across all mass media like television, print, radio, outdoor, sponsorships, events, on ground activations and business consulting. The agency’s major clients include Etisalat Telecom, Samsonite, Austrian Airways, Bombay Dyeing and Add Gel Pens. Currently, KI has offices within India in Mumbai and Delhi.