Mankind Pharma Ltd has appointed Prachar Advertising for its media duties. The decision follows a multi-agency pitch. The account size is estimated in the region of Rs 40-45 crore. This was confirmed by Sanjay Kaul, GM, Mankind Pharma. Part of the creative duties will also be handled by Prachar’s in-house creative agency.
Explained Kaul, “We had invited other agencies too for presentations. After all the rounds were completed, we zeroed in on Prachar as our media agency. We decided on Prachar in view of the experience that the agency has gathered both in media buying and selling.”
Elated on the win, Rajesh Jain, MD, Prachar Advertising, said, “It’s a huge win for us. We are definitely looking at working with Mankind Pharma and have some innovations up our sleeves.”
Mankind Pharma was established in 1995 with a capital of Rs 50 lakh. In the last financial year, it recorded a turnover of Rs 680 crore and is aiming to achieve Rs 840 crore turnover this financial year. The company is engaged in formulating, developing and commercialising medicines, and delivering affordable and accessible medication.
The company has a market presence in antibiotics, antifungals, gastrointestinals, NSAIDs, anthelmintics, cardiovascular, dermal and erectile dysfunction categories.
In January 2007, the company launched a new division called Special Mankind to meet OTC requirements. This division includes categories like condoms, toothbrush, sanitary napkins and sweeteners. Prachar Advertising has been brought on board to focus on this new division.
Our typical marketing budget is usually 10 per cent of the topline spend