Optimum Media Solutions has been assigned the media duties for Amrutanjan brands following a multi-agency pitch. The size of the business has been pegged in the region of Rs 4-5 crore. Mindshare, Lodestar Universal, Carat and Denstu were the other agencies in the fray for the account.
Prior to OMS, the media duties for Amrutanjan brands were being handled in-house. The range of products includes balms (plain balm, strong balm, etc), cold drops, skin care remedies and herbal products, among others.
Commenting on the development, Khushrav Kabraji, General Manager-Sales and Marketing, Amrutanjan Ltd, said, “In OMS we have found ourselves a strategically sound and fundamentally strong media partner that will provide the inputs our brands will require to meet some very challenging short and long term growth and share targets.”
The media mix would be primarily electronic driven, which traditionally has been the case with the brand.
P Subramaniam, Regional Director-South, Optimum Media Solutions, said, “Amrutanjan was looking at a partner that would provide them with strategic media advice beyond just media buying and selling. The brand has been around for several years but is currently looking at a major revival. In our presentation we suggested various strategic tools and techniques to help the client achieve its goal.”
Recently, Amrutanjan Ltd had signed on Dentsu Bangalore to take care of its creative duties.