Following a multi-agency pitch, Carat India has won the media mandate of Pfizer Magnum business division. Pfizer followed a rigorous process to select a media partner that understands the brand vision and aligns with its core values to manage the media investments in a complex and growing market such as India. The key parameters that helped Carat win the business are an integrated communication approach, along with innovative ideas that will enhance the brand image.
Carat starts this relationship through a PAN India launch of Gelusil sachet campaign. This campaign brings to the fore a humorous element depicted by Javed Jafri as the brand ambassador. This campaign will see all forms of media being explored - traditional media, digital, out-of-home and an interesting storytelling format in the form of co-creating content to engage the audience.
Commenting on the win, Kartik Iyer, MD Carat India said, “We are delighted that Pfizer found value in the unique approaches we presented on the tasks we were briefed on. It’s an absolute honour to have been selected as their partner and by creating integrated engaging solutions we look forward to partnering the team in taking the various brands of Pfizer from strength to strength in India.”
Himanka Das, Senior Vice President – West, Carat India added, “We are delighted to handle a portfolio of heritage brands such as Gelusil and Becosules that will push us to take the brand conversations to the next level through innovative path breaking approaches both traditionally and digitally. Our vision is to redefine media strategy to deliver gold-standard approach when it comes to the clients' businesses through media and communications. This is a tremendous opportunity for us to leverage our strengths in consumer insights through our proprietary tool CCS to deliver cutting edge integrated media strategy in a digitally convergent world.”
Pfizer India is a major player in the OTC category having made a remarkable name. It has been extremely innovative in recruiting new consumers and appealing to a relatively younger consumer segment to widen the consumer base.
The company’s flagship antacid brand Gelusil has launched a 10 ml sachet. Gelusil in sachets will help the company to attract new markets and reach out to consumers at lower price points. Currently Gelusil is sold in two dosage forms – liquid and tablets but soon will be sold both in 10 ml sachets.