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.