Hamdard (Wakf) Laboratories, a well-known name in India with an enviable portfolio that includes brands such as Rooh Afza, Roghan Badam Shirin, Safi and Cinkara, among others, is looking at giving a push to its brands and rejuvenate them. As a first step towards this, Hamdard has roped in Arshad Siddiqui as Head-Marketing and Sales. Siddiqui comes on board from August 16, 2007.
At Hamdard, his mandate would be to convert the brand equity that the products have into sales and increase the turnover.
Siddiqui’s previous assignment was with ITC’s lifestyle division, where he was heading the division and also taking care of its marketing services. He has earlier worked with Smithkline Beecham and Balsara.
Commenting on Siddiqui’s appointment and future map of the company, Abdul Mueed, Chairman, Hamdard, said, “Arshad comes with a vast experience behind him, which would guide the team and lead Hamdard to a newer heights. We at Hamdard look to reach out to more and more customers through new offerings and communication. Also, implementation of Enterprise Resource Planning is high on our agenda.”
Meanwhile, the company has also shortlisted 4-5 creative agencies and is likely to take a decision on this by August-end. Triton is already on board, but it is not clear if Hamdard will continue its ties with the agency or get more than one agency on board. Media duties continue to be handled by RK Swamy BBDO’s media arm Media Direction. The entire budget allocated for marketing for the current financial year is Rs 20 crore.
Elaborating on the company’s plans, Naved Chaudhary, Brand Manager, Consumer Products, Hamdard, said, “We have a legacy of consumer products, OTC and traditional medicines, and we are now looking at reaching out to younger target audience besides our long time loyalists. The brands have built a reputation for themselves and are clearly etched in the minds of the people. We just want to take it forward with effective communication.”
The company plans to get into un-conventional advertising, retail level exercises and online campaign in the future besides the traditional route.