MediaVest, a division of Starcom MediaVest Group (SMG), has bagged the Amar Remedies Ltd (ARL) media business. The incumbent on the business was Prachar Communications. MediaVest will handle the complete portfolio on the business. The account size on the business could not be ascertained. However, it is known that the agency bagged the business without any pitch process.
ARL had launched Amar, touted as a ‘vegetarian’ toothpaste, in the markets of Gujarat in 1991. Within a few years, the brand was all over the western markets of India, and by 1998, ARL extended the brand by launching Amar Strong and Amar Regular and Amar White Toothpaste.
ARL started manufacturing more than 25 different brands and variants of toothpaste for local and export markets. ARL also began to produce regular cosmetic toothpastes, besides genuine herbal products.
Currently, ARL has two manufacturing plants at Surat and Daman and the third plant is under construction at Dehradun. The Surat plant is a two-storied building. It manufactures Ayurvedic medicines for which the company has earned an FDA approval on 25 Ayurvedic and herbal products.