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PRWatch LinOpinion bags PR mandate for launch of Viagra in India

LinOpinion bags PR mandate for launch of Viagra in India

Author | Pallavi Goorha | Saturday, Mar 25,2006 8:14 AM

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LinOpinion bags PR mandate for launch of Viagra in India

LinOpinion, the PR division of Lintas, has bagged the integrated communication account of Pfizer's Viagra.

Ashish Bhasin, Director, Integrated Marketing Action Group (IMAG), Lintas India, said, “We are really happy to win this challenging account. The brief that we got from the client is to handle the launch of Viagra in India and register a healthy market share by the end of the first year. Our role is to devise and create communication that help the client achieve these objectives.”

Lintas Healthcare is leading the account, with other IMAG divisions such as Advent (events) and Lintas Personal (DM/CRM) also involved. "PR has played a major part in launching Viagra globally, communicating what it stands for, quashing false notions and educating people about it. The entire Lintas IMAG team worked in conjunction with Lintas Healthcare and the launch event is being handled by Advent based on a ‘ëSultans of sex’ theme, said Bhasin.

He added that the challenge is to make sure that Viagra is perceived as a medical remedy and to create social awareness about impotency in a country where “it's a social taboo and is always swept under the carpet”.

Lintas Healthcare’s business head, Dr Mehul Shukla, will be heading the account.

Tags: e4m

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