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Elder Pharma consolidates media business with TME, ad spends at Rs 20 cr

01-March-2005
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Elder Pharma consolidates media business with TME, ad spends at Rs 20 cr

Elder Pharmaceuticals Ltd has chosen a new agency for the media duties of its consumer products division. The responsibility now lies with The Media Edge. The development comes in the wake of the work that TME has been doing for Elder Pharma's brand 'Fair One'. The ad spends of this division is in the region of Rs 15 - 20 crore.

Confirming the development, Hemant Mishra, VP, Marketing, Elder Pharma said, "We had already given them the work on Fair One on the basis of their association with our creative agency, Everest. We were happy with the results and decided to consolidate this division under them." He said this is the first time that the duties have been consolidated under one agency. Prior to this, MPG was working on some of the brands of Elder Pharma.

Commenting on the development, Divya Gupta, President, The Media Edge expresses, "No review, no pitch, our deliveries spoke for itself. The best testimonial - current client confidence." For the agency, the win comes close in following with the Rs 25 crore Arvind Brands win.

Elder Pharmaceuticals are the manufacturers of a wide range of drugs and formulations with a turnover of Rs 235 crore. In the coming year, the company is looking at increasing its presence substantially and re-jigging its identity. It is in conformation to this that the brand decided to look for a media partner.

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