Health and hygiene company Zodhita Health Solutions Pvt Ltd has appointed Mumbai-based Boiling Point Communications Pvt Ltd to handle its creative duties and Orion PR as its PR agency to promote and position the company and its brands in the Indian market. The company has earmarked a marketing budget of Rs 10 crore.
Confirming the development, Shankar Shinde, Country Head, Zodhita Health Solutions, said, “We are conscious of the significant role our communication partners play in the success of our brands/ company, hence, the screening was done on certain parameters such as the agency’s ability to give strategic input, comprehend the issues before us, compose creative strategy, respond quickly, maintain flexibility, be passionate and understand the market. We are happy that Boiling Point and Orion PR fulfil these criteria and will be partnering with us.”
Elaborating on the communication plans, Shinde said, “The company will execute a 360 degree campaign with more concentration on radio and outdoor media vehicles, besides other BTL initiatives such as print and television. However, since the brand is targeted at the 22-35 age group, Internet advertising will play a vital role in brand communication.”
Commenting on the win, Niket Karvir, CEO & Creative Head of Boiling Point, said, “It is our pleasure and a unique experience to partner Zodhita, right from product design to branding and packaging, and 360 degree communication. To create a winner in this cluttered category is definitely a challenge, but an exciting one.”
Khalid Jamal, Principal Consultant & CEO, Orion PR, added here, “It’s our privilege to be associated with Zodhita. The PR challenge is to create category awareness and induce demand, in addition to helping build corporate and product brand equity.”
Zodhita aims to be a premium brand by providing consumers with quality products. The company, which is currently working in collaboration with a US-based pharmaceutical company that provides R&D support, plans to manufacture a few products in its portfolio locally in India, while the rest will be imported from the US. The company will be launching its brands in the US market shortly, and will foray into the European and South-East Asian markets within the next 18 months after the India launch.