Emami’s new ayurvedic kitty (which includes laxatives, digestive drops, memory pills etc) has been bagged by rmg david. The move was confirmed by Aditya V Agarwal, Director, Emami who stated, “All the existing Emami products such as Sona Chandi Chyawanprash, Amritprash, Boroplus and Himani Fast Relief are being handled by Ambience Publicis, and continue to be in their domain. But as far as our new range of ayurvedic health products is concerned, we have decided to appoint rmg david, on account of their splendid work on certain key brands, and ideas which are raw and unexplored. The agency has a fresh perspective on things, which is why; we decided that it was a perfect launch pad for our new range. Though we had not called for a formal pitch of sorts, we had met up with rmg david on a couple of occasions and had the opportunity to look at some of their ideas, and discuss them in detail. We think that the agency would manage to generate some incredible creative work for our new products and keep the industry guessing.”
As for the size of the business acquired by rmg david, Agarwal pegs it at an approximate figure of Rs. 10 crore. The commercials for the ayurvedic range would break towards March 2005, he added.
Meanwhile Josy Paul, Country Head, rmg david states, “We are thrilled to have been given the opportunity, to handle an significant piece of business for the Emami Group. Around three months ago, we had shared some of our ideas on the existing brands with Agarwalji, and the current development is a recitation of that effort and perspective. Agarwalji personally called us up on the occasion of Diwali, and mentioned that we are in for some good news. The new business, allotted to us by Emami gives us the opportunity to do some exciting work for mass brands…work that breaks clutter, is fresh and original and speaks from human observation. It’s an important development, for rmg david.”