Top Story


Home >> Advertising >> Article

Fountainhead Chennai bags Rs 5-crore Pankajakasthuri Breathe EC account

Font Size   16
Fountainhead Chennai bags Rs 5-crore Pankajakasthuri Breathe EC account

Following a multi-agency pitch, Fountainhead Chennai has bagged the account of Pankajakasthuri Breathe EC, the flagship brand of Thiruvananthapuram-based Pankajakasthuri Herbals India Ltd. The incumbent agency is Mudra Communications. The size of the account is Rs 5 crore.

Confirming the development, Arun Vikas Nair, Director-Sales and Marketing, Pankajakasthuri Herbals, said, “We were looking for some fresh thinking that would catapult a Kerala-dominant brand into the national market. Based on the agency’s consumer insights and strategic inputs, we have decided to award the business to Fountainhead.”

Fountainhead will be giving a complete makeover to the brand, which will broad base the brand’s appeal and specifically cater to the national market.

Pankajakasthuri Herbals India Ltd handles a diverse product range across four product divisions of OTC, FMCG, ethical and classical. The flagship product of the company is Pankajakasthuri Breathe EC curative medicine for respiratory disorders, which brings in 70 per cent of the sales volume. These products have been market leaders in their categories since 1990s.


Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...