Post its acquisition by Emami Ltd, Zandu Pharmaceutical Works Ltd has consolidated its media buying business with Prachar Communications, which is also the media buying agency for Emami. Lodestar Universal is the incumbent agency. TBWA\India continues to handle the creative duties for Zandu. Anand Mundra, CFO and company secretary, Zandu Pharmaceutical, has confirmed that the media spend is pegged in the vicinity of over Rs 20 crore.
It may be recalled that in June 2008, Emami Ltd had picked up an additional 3.91 per cent stake in Zandu Pharmaceutical, after having previously increased its stake in the company to 27.5 per cent.
Mundra explained, “The ideas and the communication plan proposed by Prachar was the reason to award the media buying duties to them. Zandu plans to make it big in the Ayurvedic product business and that’s what our new agency would be working towards.”
Elated with the win, Rajesh Jain, MD, Prachar Communications, said, “We previously also handled Zandu, and now, the business has returned to our kitty. We are very excited about the win, and as per the brief given of making Zandu big in the Ayurvedic space, we are now working towards it.”
The company’s major products include Zandu Balm, Zandu Chyawanprash, Zandu Kesari Jeevan, and Zandu Pancharisht, among others. Apart from being major revenue earners for the company, these products also command significant market share in their respective segments.
Zandu manufactures a wide range of Ayurvedic medicines, specialising in rheumatology, gynaecology and the central nervous system. The company has four manufacturing units that manufacture more than 300 Ayurvedic medicinal products in the form of pills/ tablets, churnas, ointments, syrups and rasas. Zandu has over the last nine decades established brands in these domains.