It is learnt from sources in the industry that Piramal Healthcare Ltd has consolidated the creative duties for its OTC business with Orchard Advertising. Till recently, the company had JWT, McCann Erickson and Orchard on its roster. No formal pitch preceded this development. As per industry estimates, the size of the business is upwards of Rs 50 crore. The media duties continue to be handled by Lodestar Universal.
When contacted, both the agency and the marketing department of Piramal Healthcare didn’t want to comment at this particular time. Orchard has been working with the Piramal Healthcare brands and has just recently come up with ads for their OTC brand Workz. Some of the other popular OTC brands of Piramal Healthcare include Saridon and Lacto Calamine.
It is learnt that the company decided to consolidate the business with one agency purely because this move will help them bring greater synergies in their communication for different brands. It is also learnt that the huge budget allocated for communication is because the company is looking at brand extensions of the current one and introducing at least two new brands.