Following a multi-agency pitch which saw eight contestants including Rediffusion DY&R, Percept H, JWT, Triton and McCann Healthcare, among others, Hamdard (Wakf) Laboratories, has brought on board JWT Kolkata, besides its existing agency Triton Delhi. The company also has an eye on roping in a third agency as it increases its product offering by mid-2008. Media Direction, the media arm of RK Swamy BBDO, is already servicing the media duties. The entire budget allocated for marketing for the current financial year is Rs 20 crore.
Confirming the development, Tarundeep Singh Rana, GM-Marketing, Hamdard, said, “The size of our portfolio is large and it’s only justifiable that we have two-three agencies on board. We are also looking at increasing our product offering by mid-2008 and will be looking at roping in another agency.”
Rana explained that the areas where Hamdard was looking at introducing new products include dietary supplements, multi-vitamins and cholesterol management products. Another area where the company is looking at increasing its offering is in the extension of its flagship brand Rooh Afza. Besides, it will also look at revamping some of its skin and personal care brands.
JWT will now handle Safi, Roghan Badam Shirin, Joshina, Sualin, and Hamdard as a Corporate. Triton, which used to handle only Rooh Afza earlier, has also been entrusted with Cinkara, Pachnol and new product offerings in the dietary supplement segment. The business was earlier shared between Triton and Mudra.
On the decision to rope in JWT, Rana said, “The pitch presentation was on Safi as a brand, and JWT’s approach that delved into taking the product to the next level, impressed us. The agency focused on targeting the new generation TG, which is what our aim is.”
Naved Chaudhary, Brand Manager-Consumer Products, Hamdard, said, “We are looking at rejuvenating and revamping our brand strategy. This will be a phase-wise gradual process. Our communication will reflect our contemporary approach where we are trying to connect with the younger generation. We are open to innovation as far as communication is concerned, but the changes in our packaging will be a slow process where we will begin by fine-tuning few of our popular brands.”
The communication will use a 360-degree approach and will begin to advertise by mid-November this year.
Hamdard appoints Marketing Head; shortlists creative agencies for Rs 20-cr account