Rs 15-crore media business of Ozone Ayurvedics for the brands Nomark (all body cream for scars and marks), Kwik (a joint pain relief balm) and ITIS (herbal eye drop) has moved to Total Media- the media arm of Everest Integrated Communications and Rediffusion DY&R. The account was earlier with Zenith Media.
Though the management at Ozone believes that Zenith Media has done a good work but the account needed a fresh perspective. Says Rajinder Kumar, GM, Media, Events & PR, Ozone Ayurvedics, "Moving the account to Total Media will give us more value for money. Rediffusion is handling the creatives for Nomarks, which is the flagship brand of the company. So, they understand the brand better than anybody else and that is why we decided to align the media account with them. Zenith media has done a good work but it was time for a change and we are hopeful that Total Media will do a good job"
Ozone Ayurvedics has put substantial media monies behind these brands. The campaign for the three brands will start with TV next week followed by activity in Print and Outdoors. Ozone has allocated a budget of Rs 15 crores for this financial year. Says Kumar "Only about 10% of the total amount was utilized during the period of April- August. So, about 90% of the total budget will be spent in the coming period of September-March."
According to Ozone Ayurvedics officials, the company will use the mass satellite channels like Star Network, Sony, Zee, Aaj Tak and niche channels like Discovery, Ten Sports, ETC Punjabi for all three brands. For Nomarks, a Print campaign will hit the papers by next week using the mainline newspapers and magazines like Women's era, Femina and Stardust. "We are also planning to take outdoors including hoardings in prime locations, kiosks and bus shelters," adds Kumar.
The company is also using radio for its eye care brand - ITIS. The spot has an interesting 15 seconds' jingle focusing on the increasing pollution, which hurts the eyes.
Ozone is also planning to take it brands to South India. Says Kumar, "In second week of September, we are launching the three brands in south. The media plan would include state specific language channels."