Piramal Consumer Products, under the umbrella of Piramal Healthcare, has called creative agencies for a pitch, according to highly placed sources. The company had consolidated its business with Orchard Advertising in early 2009; prior to this, it had JWT, McCann Erickson and Orchard on its roster. The aim behind this consolidation was to help bring greater synergies in its communication for different brands.
The pitch will be a multi-agency one, involving five to six agencies in Mumbai. It is still in the initial briefing stages. The process of finalisation will take around three months. The account size is estimated to be over Rs 65 crore. Piramal officials were not available to confirm the development at the time of filing this report.
It may be noted that exchange4media also reported yesterday on the media pitch underway for Piramal Healthcare; Lodestar UM is currently the media agency for the brand.
The Consumer Products vertical at Piramal Healthcare belongs to one of the fastest growing categories in India, with popular brands such as Saridon, Lacto Calamine, i-Pill and Supractiv. The range straddles the pharmaceutical space as well as the personal care space, with brands in diverse product categories such as vitamins and nutrition, analgesics, dermatological, antacids, and cough and cold.