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Lintas IMAG bags marketing communication business of Viagra

29-December-2005
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Lintas IMAG bags marketing communication business of Viagra

Lintas Healthcare, the healthcare advertising division of Lintas IMAG, has bagged the marketing communication business of Pfizer's Viagra. Though the officials declined to divulge the advertising size, industry sources peg the Viagra account as one of the largest accounts in the healthcare domain.

Viagra is one of the world's best-known brands in the pharmaceutical industry, and apart from Lintas Healthcare, LINOpinion (PR), Advent (Events) and Lintas Personal ( D.M, CRM and Web Development) will be the other Lintas IMAG divisions that will work together for this assignment.

"Healthcare advertising is different and very specific, and unlike other brands, healthcare advertising has to do much with life and needs to be precise. We are very excited about this win and are proud to partner a brand like Viagra. As pioneers of Integrated Marketing in India, Lintas IMAG will ensure that we deliver a complete integrated marketing solution. Several of our specialist businesses, led by Lintas Healthcare, will be involved in giving the Pfizer's Viagra the best integrated marketing solution that India can offer," said Ashish Bhasin, Director, IMAG, Lintas India.

Viagra was officially launched in India on December 20. The drug has been approved in over 123 countries. With more than seven lakh doctors worldwide prescribing it, Viagra has sold over 1.87 billion pills so far.

Viagra is imported from France, and the packs have a special hologram to ensure its authenticity. Viagra is available in 50 mg and 100 mg pills at chemist outlets in 30 major cities across India. Pfizer is promoting the drug to urologists, endocrinologists, venereologists and psychiatrists.

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