Amrutanjan Ltd has roped in Chennai-based creative shop blueprint 360 as its creative partner to handle the entire range of products of Amrutanjan, including its over-the-counter products such as cold, cough and skin care remedies, mouth freshener and herbal products. There was no formal pitch involved for the business. The size of the account is estimated to be in the region of Rs 6 to 8 crore.
The incumbent agency is Dentsu, which bagged the account in August 2006. Optimum Media Solutions continues to handle the media duties of Amrutanjan.
“We have decided to entrust blueprint 360 with the creative duties as they have a highly experienced team that handled different FMCG products,” said an executive from Amrutanjan Ltd.
“We have won this account because of our strong marketing strategy, which we will be supporting with our creative works. Amrutanjan is a well-known brand and we are looking forward to revitalising the whole Amrutanjan portfolio,” said Prateep Kumar Balyan, Managing Partner, blueprint 360.
Prem Kumar, another Managing Partner of blueprint 360, said, “Apart from electronic media, which has been predominantly used for promoting the Amrutanjan brands, we would now be looking at other media as well. We will take a 360-degree integrated marketing route to promote all Amrutanjan brands.”
Executives at Amrutanjan did not give any specific reasons for shifting the creative duties from Dentsu to blueprint 360.