Top Story


Home >> Advertising >> Article

Dentsu Bangalore bags creative duties of Amrutanjan

Font Size   16
Dentsu Bangalore bags creative duties of Amrutanjan

Amrutanjan Ltd, the 112-year-old company known for its eponymous pain balm, has roped in Dentsu Bangalore as its creative agency following a multi-agency pitch held in Chennai. The size of the business is estimated to be around Rs 5-6 crore. Besides Dentsu, JWT, O&M, RK Swamy, Rubecon, Mudra, Interface and Contract were among the 13 agencies that took part in the pitch.

Khushrav Kapraji, GM, Marketing, Amrutanjan Ltd, said, “It was a very close contest among the top four agencies. One thing that stood in favour of Dentsu was the fact that the brand benefit, as given in the brief, was well integrated into a good creative idea, which was also well dramatised.”

Dentsu would take care of the entire range of products of Amrutanjan, including their over-the-counter products such as cold, cough and skin care remedies, mouth freshener and herbal products.

Amrutanjan was incorporated as a public limited company in 1936 and has been in the healthcare business, manufacturing and marketing pharmaceutical products. The company’s core strength lies in the pain-relieving category, with the yellow pain balm Amrutanjan being a household name for over 100 years.

In recent times, the company has diversified into IT and biotechnology.


Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

For their latest campaign ‘Peeoge toh Janoge’ (English translation: you’ll buy it if you taste it), Wagh Bakri and DDB Mudra gave Sakshi a new, rustic avatar.

Dabbawalas send some extra love along with dabbas to working professional across Mumbai

The Diamond Producers Association brings to life another rare moment as part of the ‘Real is Rare. Real is a Diamond' Campaign