Triton Communications has been associated with Paras Pharmaceuticals, the mother company, for almost eighteen years.
However, from April 1, the agency will no longer work on Paras brands Ring Guard and Set Wet (which includes hair gel and the body spray, Set Wet Zatak).
Triton recently created a new campaign — a spoof on the Axe campaign — for Set Wet Zatak.
Sources have reported that the the three brands have already been assigned to two agencies. Mudra is most likely to handle one of the brands as it already handles many Paras brands – Dermicool, Itchguard, Krack, Borosoft and D’Cold. The other two brands are expected to move to a middle-level agency.
Jignesh Shah, general manager, marketing, Paras Pharmaceuticals confirmed that the three brands have moved out of Triton, although he declined to reveal the reasons behind this decision. “We are at the fag end of finalising this”, he said.
Munawar Syed, director, Triton Communications, said that changes in the management of the pharma company have resulted in this development.
On how the loss of Paras will affect Triton, Syed said, “It wouldn’t be right to say that the loss is nothing. Of course, it is big, but life goes on.”
Triton also handles the creative duties for Yes Bank, Nitco Tiles, IOL Netcom, Hamdard (part of which is handled by JWT), Seabuckthorn Indage, Metro Tyres and Fortune Oils, among others.