Ranbaxy has handed over the creative duties for its OTC (over the counter) pain relief brand Volini to Everest Brand Solutions. About eight agencies had taken part in the pitch process, which included Law & Kenneth, DDB Mudra and incumbent Saatchi & Saatchi, among others. The pitch was initiated in the month of July.
The Volini account had moved to Saatchi & Saatchi in 2007, when the product was re-launched as an OTC product, prior to which it was available on prescription only. Ranbaxy Global Consumer healthcare had also recently launched ‘Volini Duo’, touted as India’s first approved two-in-one pain killer, a bi-layered Acetaminophen tablet, specially formulated to give dual pain relief. The new product also forms a part of the business.
In a prepared statement, Brijesh Kapil, Vice President, Global Consumer Healthcare, Ranbaxy Laboratories, said, “Volini is the fastest growing OTC star brand expanding through extensions and is today a role model on how Rx to OTC switch should be done. On account of the expanding work, it was mandated that a fresh look at brand strategy be done to do justice to all the extensions planned for the category.”
On reasons for selecting Everest, he said, “Amongst the pitching agencies, we chose Everest because it performed the best and could really deliver on leveraging Volini’s legacy and positioning an appropriate differentiating extension of Volini.”
Commenting on the win, Dhunji Wadia, President, Everest Brand Solutions, said, "We are delighted to be the agency of choice for Volini. Both client and agency share the same passion for the brand. We look forward to take the brand to greater height.”
Rahul Jauhari, NCD, Everest Brand Solutions, added here, “It’s a great win for the team and we look forward to creating some notable work on the brand.”
Naveen Saraswat, COO, Everest Brand Solutions, said, “We feel privileged about working on a very strong brand like Volini and look forward to making significant contributions to further building the mother brand and its extensions.”
For the record, Volini Duo tablet marked the entry of Ranbaxy in the OTC oral pain reliever category. The OTC oral analgesics market in India is estimated to be Rs 700 crore and is growing annually at a rate of 10.5 per cent. Ranbaxy’s Ranbaxy Global Consumer Healthcare (RGCH) division has over 15 products in its basket, including extensions. The major brands from RGCH include Revital, Volini (pain relieving gel and spray), Chericof (cough syrup) and Pepfiz (digestive).