About two weeks after the Paras pharmaceuticals walked out with a few brands from Triton the creative mandates for the brands RingGuard and D’Cold have been bagged by Saints and Warriors already and the other two Moov and Set Wet still remain to be claimed.
Saints & Warriors bagged these brands post a multi-agency pitch. The size of the business, however, could not be ascertained.
Ajay Rawal, Category Head, Paras Pharmaceuticals, said, “We were looking for fresh thinking for RingGuard and D’Cold. The brands haven’t advertised on television for the past two years.”
While speaking about what worked in favour of Saints & Warriors amongst other agencies, he said, “At the end of the day, it is creativity that helps sell a brand. And the past campaigns of Saints & Warriors made the decision easier. The category that RingGuard and D’Cold fall into are very different and require to be planned effectively.”
Paras is looking at certain changes that will come about in the brand, but these will be brought about slowly and gradually.
Saints & Warriors will have to capitalise on the equity of D’Cold Total tablets and perk up the cough syrup from its present lethargy in the market.
Pradeep Mahindroo, business group head, Paras Pharmaceuticals, said, “D’Cold’s objective is to re-establish the cold remedy in the market once again, since it has been lying low in the media as of now.”
Mahendra Parab, who is Pushpinder Singh’s partner at Saints & Warriors and handles art, said, “There have been a few ingredient-based changes in D’Cold, which is what the communication will drive to convey.” Parab has worked on Paras’ brands for close to 10 years, while he was with Triton.
With RingGuard, the curative cream for ringworms, the agenda is different. Paras wants to convert non-users into users and intends to penetrate the lower SECs.
Apart from television, the communication will also include heavy usage of print, a medium the brands haven’t utilised much in the past.