Amrutanjan, the well-known brand for pain relief, had called for a pitch a few months ago, and has now decided to award the creative duties to Mudra South. The account size is estimated to be in the region of Rs 6-8 crore. Earlier, the account was being handled by Chennai-based creative shop blueprint 360; prior to which Dentsu was handling the same business.
Confirming the development, Ranji Cherian, Senior VP, Mudra, said, "Amrutanjan has a great brand pedigree and we are delighted to get the opportunity to work on the communication for this trusted name."
It is learnt that Mudra would be looking at an integrated communication solution for the brand, which will be reaching consumers at various touchpoints.
Amrutanjan Ltd has products in three categories including health care, food and medical care. Though the company has an array of products, it is the ubiquitous yellow pain relieving balm which is the most prominent name from the stable. This is also the brand from the company which has been active on the advertising front.