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Jagdish Acharya’s ‘Cut The Crap’ adds Livon & Recova brands to its kitty

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Jagdish Acharya’s ‘Cut The Crap’ adds Livon & Recova brands to its kitty

Following a multi-agency pitch among a roster of agencies, Paras Pharmaceuticals has decided to entrust the creative duties of two of its brands – Livon and Recova – Jagdish Acharya’s ‘Cut The Crap’ (CTC) agency. The incumbent agency on the two products was Mudra Communications. The media duties will be handled internally by Paras Pharmaceuticals.

Confirming the wins to exchange4media, Acharya said, “The wins follow a multi-agency pitch. We will now handle Livon and Recova. For Livon, the job will be how to take the brand forward post its entry into the ‘conditioner’ ranges. And for Recova, which is in the anti-ageing cream range, the company has taken the brand to the next level in terms of a revamp and a series of ranges for the brand.”

It may be recalled that in 2009, Paras Pharmaceuticals had reshuffled the agencies for its creative mandate. The creative duty of two of its brands – D’Cold and RingGuard – was handed over to Saints & Warriors (SAW), while Contract Advertising was brought on board to handle its deodorant brand, Set Wet. However, majority of Paras’ brands, including Borosoft, Krack cream and Dermicool, will continue to be handled by Mudra Communication. And now henceforth, Jagdish Acharya’s CTC is also added to Paras’ roster of agencies.

Prior to this reshuffling of business, Triton Communication had handled RingGuard, D’Cold, Moov and Set Wet brands. Post the latest pitch, the agency has now exited from the roster.


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