With Amrutanjan undergoing an identity makeover, Zandu grabbing eyeballs courtesy Munni and Ranbaxy Volini lining duties with Everest Brand Solutions this year, Iodex, one of the oldest players in the category, is now looking for a creative partner. It is learnt that the pitch process for the pain relief balm from GlaxoSmithKline is currently under way in Delhi. The incumbent on the account is JWT.
Though no official confirmation could be obtained at the time of filing this report, sources close to the development have confirmed the news to exchange4media.
Last time a campaign was released by the brand was in 2010, for its product called Headfast in order to establish it as a pain relief balm for ‘above the neck’ areas too. The campaign was created by JWT. JWT Delhi had won back the creative duties of the brand from Bates (then Bates Enterprise) in 2006. The agency has had a long-term association with the brand since its inception.
Iodex is a trusted brand in India since 1919. It competes in the topical balms segment, and the promise is quick relief for backaches. The brand was re-launched in 2006 on the face of stiff competition from new entrants in the same category.