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: Media Direction wins media AOR of Hamdard; account size estimated at Rs 20 cr

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: Media Direction wins media AOR of Hamdard; account size estimated at Rs 20 cr

Media Direction, the media services group of RK Swamy BBDO, has won the media AOR of Hamdard (Wakf) Laboratories, New Delhi. The business is worth Rs 20 crore, according to estimates. The advertising services were till now handled under the full service umbrella. Mudra and Triton will continue to be their creative agencies.

Confirming the development, Perwaiz Waris, Commercial Advisor, Hamdard, who is also responsible for marketing, said, “We have been in the process of revamping our marketing and communication programmes and were delighted to see Media Direction approaching us proactively with robust solutions that suited our needs.” Waris also disclosed that Media Direction worked with Hamdard consistently for over two months to “establish a comfort zone and the decision to award them the business is a natural progression.”

S Yesudas, CEO, Media Direction, is excited. When contacted he said, “This is the 13th piece of new business we have picked since we relaunched Media Direction in June 2006. The traction and satisfaction level of existing and new clients confirms our belief that media business is not won and retained purely based on rate/size. Clients are looking for creativity in media strategy and solutions to make an impact in the consumers’ mind. That’s an area we are focusing on with a direct and measurable ROI.”

Yesudas informed that the Hamdard business would be serviced out of Media Direction’s Delhi Office under the team headed by Shan Jain, GM (North). He also said that this was the fifth AOR for the agency’s Delhi office. “Our approach will be to partner with Hamdard to provide them tangible value solutions as they embark upon their ommunication revamp programme,” he said.

Hamdard has been in existence for almost a century and is the largest manufacturer of Unani products in the world. It is the only company that produces products representing all three medicinal sciences, namely, Unani, Ayurvedic and allopathy. Late Hakeem Hafiz Abdul Majeed, a well-known Unani practitioner of his time, established it in 1906 in Delhi.

Today Hamdard produces and markets over 600 products/brands. Among its leading brands are Sharbat Rooh-Afsa, a 100-year-old health drink; Cinkara; Safi; Roghan Badam Shirin; Saulin; Panchol; Hamdard Gripe water; Chyavanprash; balm and a whole basket of other OTC products.

Among Media Direction’s clients are leading advertisers like Visa, Birla SunLife, Mercedes Benz, Raymond, Sara Lee, BSNL, Ricoh, GPI, Pedigree, Piagio, Skyline, Ministry of Tourism, Faber Castell, State Bank of India, GPI, Jindal, Siemens and Hawkins.


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Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.