Following a multi-agency pitch, Saatchi & Saatchi has bagged the creative duties of Alkem Laboratories’ two newly launched brands -- Majesta and Jeevanprash. As per industry sources, the account is estimated around Rs 12-15 crore. As Alkem Laboratories forays into the business of sugar substitutes, it plans to redefine its communication.
Confirming the developments, Kamal Basu, EVP and Branch Head, Saatchi & Saatchi, said, “It is a big win for Saatchi & Saatchi. We plan to have a product revolution in the sugar substitute food ranges.” He added that the agency plans to take a 360-degree approach for the communication of these brands.
While Majesta is a table-top sweetener that is available in different forms like sachets, jars and liquid concentrates, Jeevanprash is a sugar-free Chyawanprash.