Kolkata-based corporate, Emami Ltd, has parked the creative business of two of its brands - Boroplus & Zandu – with Rediffusion Y&R. D Rajappa, CEO, Rediffusion Y&R, confirmed the development to exchange4media, adding, “We have been working with some development brands for Emami, and we have now begun work on Boroplus & Zandu.”
Even as a formal pitch process did not precede the development, the client is understood to be in conversations with other agencies before moving the two brands to Rediffusion’s Kolkata office.
In a prepared statement, Harsh Agarwal, Director, Emami Ltd, said, “Rediffusion Y&R has been working closely with Emami for over three years on one of our yet-to-be launched brands. They have the ability to offer the best of both worlds – benefits of a large agency and senior management involvement, coupled with an agility that is crucial for our brands. Rediffusion has built some of the iconic brands in the country and we are confident that their understanding of the category, consumer segment and clutter-breaking creative solutions will help us grow our brands to the next level.”
Apart from handling the creative duties for Zandu Balm, Rediffusion Y&R will also take charge of developing the communication task for reintroducing a range of OTC products from the Zandu family. The OTC range includes heritage products such as Zandu Pancharishta and Nityam Churna.
The product portfolio includes Himani BoroPlus Antiseptic Cream - India’s leading antiseptic cream, and other specialist creams and lotions formulated to address the needs of Indian consumers.